HiFi Subjectivist ¦ Audio Forum ¦ NVA User Group

I am happy to accept Chord make some excellent digital kit but I struggle to feel positive about their product set when their designs are to my eye "pig ugly"
The latest from Mr Frank's labs are the Ultima 5 & 6 amps. They are stunning in their uglyness and I understand in an overcrowded market it helps to have a distinctive brand styling but surely there are better design formats than Tonka toys on steroids ?

https://www.stereonet.co.uk/news/chord- ... power-amps

I agree, in my eyes they are fairly ugly. But some will like them i guess. With those looks and at those prices i would not be rushing to a dealer for a listen. I don't care what is under the hood.

Give me an amp with some wood on show any day

The ugliest thing about them is the price.

Those products in the picture do look hideous, but this does not apply to all (cheacper) Chord products. I think the Qutest, Mscaler and Mojo I have all look attractive as well as sounding great. Another big plus point for me is their small size.

I would rate the Chord design as pretty good, overall. Not because I personally like or dislike the look of the design, but based on what the design is meant to achieve.

1. They are highly recognisable. If you take the badge off and view them from front, back or side you probably still recognise them, straight away, as made by Chord.
2. The design conveys the brand values - modern, scientific (a few deliberate splashes of steampunk here and there) bespoke technology, bespoke thinking.
3. The design pulls off the clever trick of being quirky / specialist but without being difficult. Customers can consider themselves different, and clever, but without sacrificing convenience or perceived luxury.

Sadly, the ugly pricing achieved is also a strong indicator of design success...

The coloured lights provide useful functions (sample rate etc), better than a lot of knobs IMHO and it is a good thing that you can dim them.

Some good and valid points in defence of Chord, maybe they are easier on the eye in black or nickel ? The marketing bollox that's goes with the launch meant I never got to finish the write up. Maybe there's some magic in their new stuff after all.

Not so sure about 'Ugly', I would go more for 'idiosyncratic' and 'distinctive'.

It's not my 'thang' but I know why it sells...

Totally fugly. They look like they've escaped from the bridge of the Liberator in Blakes 7.