Propellerhead is becoming Reason Studios. “What in the heck, Dad?” as my eight-year-old would ask in her imitable Swenglish.

In a phrase, it is time for a change. Our current look dates back nearly twenty years and was getting a little rusty. We felt we needed to freshen things up, modernize. While exploring how to do that, we discovered we could be better at communicating who we are and what we stand for, now and into the future. Let’s break it down a bit…

It didn’t take much research to figure out that the world knows us for Reason. A personal anecdote, when I get introduced by industry peers at conferences, trade shows, or in the bar, they often say “Meet Tim from Reason,” never Propellerhead. Reason is what we do and who we are now, so why not be direct and own it outright?

So, why Reason Studios and not Labs or Systems or [insert your favorite here]? The Studios moniker in Reason Studios does a few things. First and foremost, Studios suggests that we are about music. Music making is really the only reason we exist. The tech we develop is only to serve that purpose. Secondly, a studio is the place where people go to make music, have access to all the various gear to do it, and get the guidance and help to fully realize their creative intent. Our company wants to be the virtual studios for the world of music makers.

Reason Studios speaks to our aspirations—growing the Reason experience into something that every musician can and wants to be a part of. We have a great foundation but know we can do so much more. Calling ourselves Reason Studios doubles down on our commitment to constructing that.

So, it was time for a haircut, to clean it up a bit, and while we were out, we picked up some new clothes, too. Like a new haircut and look, our new logo might take a bit of getting used to, but after a few days it does feel completely natural. In fact, we think you’ll come to love it as we do now.

Oh, and one more thing…  through the years we’ve received a number of photos of users around the world who’ve inked the Reason logo onto their bodies. We couldn’t be more flattered. I hope you’ll continue to wear those “classic” Reason logos with pride as true originals—perhaps by our retiring the old Reason logo it becomes more valuable. Regardless, we want you to know that you all have our full blessing and copyright, too, to tattoo our new Reason logo. We’d love to see pictures of old and new. Keep ‘em coming.

Tim Self SVP of Product Marketing