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Benchmark Media Systems Brand Guidelines: The Syracuse Converter Maker That Started in a Texas Garage

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Brand Guidelines · Field Guide

Benchmark Media Systems Brand Guidelines

The Syracuse converter maker that started in a Texas garage.

FIG 2.0 — METER LADDER (ABSTRACT HOMAGE)

FIG 2.1 — MEASURED GROTESQUE
Aa

Two constants: a navy, aluminium and amber palette and a measured grotesque register. Abstract homage — not a Benchmark Media Systems product or mark; no device, logo or nameplate is reproduced.

Founded
Garland, Texas (company account)1983, as Benchmark Sound Company
Founder
Allen H. Burdick
Known for
DAC1, DAC3, AHB2, HPA4, LA4
Today
Benchmark Media Systems, Syracuse, NY
01

Benchmark Sound Company

A garage in Texas, then a move to Syracuse.

Benchmark Media Systems is usually described as a Syracuse company, and it has been based in Syracuse, New York, for decades. But by its own account it did not start there, and it had one founder, not several. The company says it began in 1983 as the Benchmark Sound Company, “a small operation working out of a garage in Garland, Texas.” Its founder, Allen H. Burdick, built very high-performance audio equipment for television broadcast facilities, the company says — in particular analogue distribution amplifiers that fed one signal to many lines inside TV networks.

The business grew, and the company says it was incorporated as Benchmark Media Systems on March 5, 1985, expanded into other audio markets and moved to Burdick’s home town, Syracuse. We found no independent account of the Texas years, so they rest on the company’s word; the Syracuse address is independently documented, appearing as the manufacturer’s address in Stereophile’s reviews.

Its first amplifier, the company says, was the DA101 distribution amplifier, designed to drive ten balanced lines at once and to survive short circuits on a third of its outputs. Benchmark says it used DA101s to drive the speakers in its own listening room for years, because it could not buy a power amplifier that matched them.

The engineer most associated with the brand today is John Siau, whom the company calls its vice-president and director of engineering. In 2020 The Absolute Sound reported that Benchmark hired him in 1995 to design its first digital product, the AD2004, a 20-bit analogue-to-digital converter, that he soon joined full time and that he eventually became a part owner. The company writes that Burdick’s vision “has been carried forward by John Siau.”

02

Colour

The DAC1, and a reputation for measurement.

The product that made Benchmark known outside studios and broadcast was the DAC1, a compact digital-to-analogue converter with a headphone amplifier. Stereophile’s John Marks wrote about it enthusiastically in his July 2003 column, “The Fifth Element,” finding its CD playback at least as good as a Marantz SACD player costing three times as much. John Atkinson’s May 2004 follow-up concluded that “Benchmark’s DAC1 is an audiophile bargain.” When Atkinson reviewed the DAC1 USB in January 2008, he wrote that the DAC1 had “set the standard for affordable D/A-processor performance for four years”; the original sold for $975 and the USB version, which took audio straight from a computer at up to 24 bits and 96kHz, for $1,275.

That review also shows the company’s engineering-first way of talking about its products. Atkinson quoted Siau explaining why the DAC1 resampled every input to 110kHz before conversion: the small distortion of sample-rate conversion, he said, “far outweighs” the distortion of running the converter chip at less efficient rates.

Benchmark has kept that approach in its marketing. It calls its products “sonically neutral and transparent,” uses the registered tagline “The Measure of Excellence,” and says plainly that buyers who want “a warm veil of even-harmonic distortion” have “come to the wrong place.” Its long series of application notes, many written by Siau, explains measurements and design choices in detail. In January 2022 the website Secrets of Home Theater and High Fidelity described it as “a small but accomplished audio manufacturer headquartered in Syracuse, New York.”

The current range includes the DAC3 converters, the HPA4 headphone amplifier, the LA4 line amplifier, the ADC16 converter and the AHB2 power amplifier.

Copy
Syracuse navy
#1D3557
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Rack black
#111418
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Aluminium
#D3D5D8
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Signal amber
#B5651D
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Paper
#F7F7F6
03

Typography

Converters for the studio and the home.

The makers in this guide build the equipment that turns sound into numbers and back again — analog-to-digital and digital-to-analog converters, clocks, and the audio interfaces that connect microphones to computers. Their reputations were made in recording and mastering studios, and several now also sell to home musicians.

They are spread across Europe and the United States. Weiss Engineering is in Uster, near Zurich, according to its website. Prism Sound says it has been based since 2008 in the former SADiE building at Stretham, Cambridgeshire, after buying that company. Antelope Audio is the trading name of Elektrosfera Ltd. of Sofia, Bulgaria, according to its privacy policy.

In the United States, Benchmark Media Systems ships its orders from what it calls its factory in Syracuse, New York; Lynx Studio Technology gives its address as Costa Mesa, California; and Universal Audio is based in Scotts Valley, California, according to the companies’ websites.

Ownership varies more than location. Focusrite, of High Wycombe in Buckinghamshire, is the only listed company here: shares in its parent, Focusrite plc, trade on the London Stock Exchange’s AIM market, and the group also owns brands including Novation and ADAM Audio, according to Wikipedia. Universal Audio is privately held, Wikipedia says. Prism Sound’s studio business has operated since 2019 under Audio Squadron, alongside Tracktion and SADiE, while the original 1987 company is controlled by its founders’ firm, Companies House shows. For Weiss, Benchmark, Lynx and Antelope we found no parent company in the sources we checked.

This guide sets out what can be checked about each brand — who founded it, who owns it, and what it says about where its products are made — and marks clearly what rests only on the company’s own word.

Aa

A measured grotesque — sturdy, technical, rack-panel plain. (Specimen set in Archivo, a sans STAND-IN; NOT the Benchmark Media Systems logo.)

Measured grotesque · the registerNavy, aluminium and amber · the paletteThe Syracuse converter maker that started in a Texas garage · the signature

04

Benchmark Media Systems

An amplifier named with three initials.

The AHB2 power amplifier is the clearest link between the company’s past and present. In a 2016 account, John Siau wrote that Benchmark began work on a power amplifier in 2011, and that later that year, at an Audio Engineering Society convention, he met Laurie Fincham and Jayant Datta of THX, who were developing a patented amplifier design. The two companies combined their work; the company says the specifications written over that lunch are almost identical to those of the finished product. When the time came to name it, Siau wrote, the amplifier’s class-A, class-H and class-AB stages suggested the letters A, H and B — Allen H. Burdick’s initials — and the amplifier was named after him. Siau wrote that the first production unit was ready for the AES show in 2014.

On ownership, the company has not been bought by a larger group in any source we checked, and the only ownership detail we found is The Absolute Sound’s report that Siau is a part owner. On manufacturing, the company’s own wording varies: one page says that “all Benchmark products are designed, assembled and tested in our Syracuse facility,” while its company-information page says that “most” of its products are designed, assembled, tested and shipped from its Syracuse headquarters, “where we have been for over 40 years.” We give both as company claims; its website also hosts “Made in USA” assembly videos.

For a design guide, Benchmark Media Systems shows how a brand can make measurement itself the message, with plain metal boxes and a name that is literally a standard of comparison. Compare Mytek, another New York converter maker, and Bricasti Design in Massachusetts. For this guide we use navy, aluminium and a signal amber with a sans, an unofficial interpretation; no product or logo is reproduced.

05

Explore & save

Keep Benchmark Media Systems’s identity on hand — save it to a board in the Made Good inspiration library.

Benchmark Media Systems identity set

Pin the Benchmark Media Systems navy, aluminium and amber palette and the measured grotesque register to your own board.

Core Palette
Homage
Aa
Measured grotesque
The register
Measured grotesque
Gradient

♡ Save to a board

06

Source & notes

Sources: Benchmark Media Systems (benchmarkmedia.com company history, company information and introduction pages, and John Siau, “History of the AHB2 Power Amplifier,” 2016); Stereophile (John Atkinson, DAC1 USB review, January 2008, citing John Marks, 2003, and a 2004 follow-up); The Absolute Sound (Paul Seydor, 2020); Secrets of Home Theater and High Fidelity (2022). No official brand hex is published, so the tones here are an unofficial interpretation, and no product or mark is reproduced.