Sirius XM
From Satellite CD Radio to Sirius: A Naming Journey that Defined a Brand
In the 1990s, a group of partners and investors came together to launch a Satellite CD Radio company. After successfully lobbying the FCC, three satellites were deployed into elliptical orbit to enable digital audio broadcasting. With the consumer launch nearing, the marketing team sought to create a stronger, more unique name than the simple “CD Radio.”
Working closely with the marketing team, we generated hundreds of potential names. The team initially rallied around “Orbital,” but after extensive trademark searches and due diligence, the name was deemed too risky. We then explored a range of ideas inspired by stars and space, ultimately selecting “Sirius.”
As the brightest star in the night sky, Sirius became a powerful embodiment of the brand, symbolizing both its unique astronomical association and its on-air talent, like Howard Stern, as well as the music artists featured across its channels. Additionally, Sirius’ nickname as the “dog star” inspired the brand’s initial identity, with a dog and its tail evoking an antenna.
The brand merged with XM in 2008 and now boasts over 31 million paid subscribers.