This got a ton of online press last week.
If you scroll up and down while viewing the following image, the lines surrounding the Sonos wordmark appear to pulse, kind of like the speakers sold by the home audio company.
Created by Bruce Mau Design, the portfolio page unsurprisingly doesn’t mention the effect — it’s a subtle bonus, not the main idea — but I doubt the illusion went unnoticed on during development.
Update: It was spotted about halfway through the process.
Tradeshow booth mockup
More identity imagery on the Bruce Mau website.