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Creative in association withLittle Black Book
Rumble Rebrands, Introduces Modular Logo Telling Thousands of Stories
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11/08/2026
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Exclusive: Bear Meets Eagle on Fire spent nine months designing the characters for the sound studio, all connecting to the theme ‘Sound is Story,’ reports LBB’s Tom Loudon.
Australian boutique music and sound studio Rumble has launched a new brand identity and platform, ‘Sound is Story’, developed by indie Bear Meets Eagle on Fire to reassert sound’s “critical” role in storytelling.
Along with a website overhaul, the updated branding introduces a series of ‘mini soundscape stories’ representing each letter of Rumble. The modular logo allows the wordmark to change and update with each application, with four different stories for each letter and thousands of possible outcomes.
Rumble founder Tone Aston said the rebrand reinforces Rumble’s commitment to creativity and the “craft of music and sound.”
“At the top of our list of priorities has always been creativity in sound through storytelling, which our branding previously hadn’t reflected,” Tone told LBB.
“This time we’ve been incredibly fortunate to have design and branding experts like Bear Meets Eagle On Fire to take what they know about Rumble and crystallise it into this clear concept.”
ECD Michael Gie added, “We’ve always admired the Bear team’s approach to tactility; real-world textures that even when you can’t physically touch them, you still feel them.
“This is the same concept through an audio lens. We’ve built Rumble on human creativity and experiences, and our clients can expect that same focus from us, which the branding reflects very elegantly.”
Everything from the new visual identity to the signage, Tone explained, is designed to reflect the brand’s commitment to craft.
“The team at Bear Meets Eagle On Fire have been working on this for almost nine months, taking the time to get every detail across the brand and roll out perfect.”
He added the ‘mini soundscape stories’ for each letter of the sound house’s name were “a pleasure to work on”.
“We experimented with so many musical ideas and vocal concepts to work out the right feel.
“From our sound designer to composers, everyone loved the opportunity to work on these pieces.”
So far this year, the sound-house has contributed its expertise to work as varied as Telstra’s time-travelling figurines, a gold egg-laying goose for SMC, and an outlandish family road trip for Toyota.
Now, Rumble can deploy a new version of its logo for a given client, project, or platform to express a range of emotions: “comedy, suspense, intrigue, action, desire.”
“The idea would be to match the version that reflects the overarching emotion of the project or intended response to our work,” Michael said.
Bear Meets Eagle On Fire design lead Lincoln Grice said the versatility is underpinned by consistent visual branding — so recognition is maintained, even when the wordmark changes.
“We collaborated with Adrian Tomine to create our story illustrations,” Lincoln explained.
“Having his style and palette represent each letter of Rumble as a story ensures that no matter how you choose to build the wordmark, there’s cohesion.
“It’s really about boiling down what Rumble believes and that is about sound being so critical to storytelling. Executing that thought in a distinctive and memorable way as an identity helps inform how we want people to feel about the brand.”
Creative director Mark Carbone agreed the written stories are an “extra touch” and feel like Easter eggs for clients.
“In a way they’re also a brief for sound design. You’d tailor sound differently if the story went a different way. They just make each mini-story a little bit more dense — drawing you into each of them more.”
Creative in association withLittle Black Book
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