Orange Music Electronic Company

Orange Music Electronic Company, commonly known as Orange Amps or Orange Amplification, is a British manufacturer of guitar and bass amplification equipment and accessories. The brand is identified by its vivid orange amplifier covering, highly visible stage branding, distinctive cabinet construction, and a characteristic valve-amplifier sound that has made it influential among rock, blues, alternative, and heavy-metal musicians. The business began in London in 1968 when musician and electronics designer Clifford Cooper opened the Orange Shop in the West End. Cooper initially operated a recording studio in the basement of the premises, but the studio did not generate sufficient income to support the business. He therefore opened the ground floor as a music shop on 2 September 1968 and sold his own electronic equipment to cover costs. Difficulties obtaining new stock led the shop to specialize in second-hand instruments and equipment. When manufacturers and distributors were reluctant to supply the young proprietor, Cooper began developing amplifiers for the store's customers. Early Orange-branded amplifiers were produced by Radio Craft of Huddersfield, owned by Mat Mathias. The first Orange Matamp products were built to Cooper's specifications, combining a powerful valve platform with modifications intended to produce more sustain and a more forceful lead-guitar tone. The relationship later ended because production capacity could not keep pace with demand. Orange moved manufacturing to London and subsequently established a larger factory at Bexleyheath, Kent, in 1973. The company also developed robust cabinets designed for touring, including basketweave grille cloth and wooden skids that improved durability and acoustic coupling with the stage. Orange's visual and product identity was consolidated in the early 1970s. In response to the increasing international use of music equipment, Cooper commissioned control-panel symbols that could communicate functions without relying on English text. John James, the company's research and development engineer, developed the Graphic Valve Amplifier, popularly called the “Pics Only” model because its controls were represented largely by pictograms. These amplifiers established many of the visual and sonic characteristics associated with Orange. The product family was later revised into the Graphic 120 “Pics & Text” amplifier. During the middle and late 1970s, Orange broadened its range beyond traditional valve guitar amplifiers. The Custom Reverb Twin MKII was designed as a versatile studio and performance amplifier with spring reverb, tremolo, and master-volume control. The company also formed OMEC, or Orange Music Electronic Company, to explore solid-state and computer-controlled amplification. Its OMEC Digital Programmable Amplifier was an early digitally programmable amplifier, although the technology was expensive and limited by the power consumption and memory constraints of the logic circuitry available at the time. Orange also produced solid-state amplifiers and cabinets, including the denim-covered Jimmy Bean model. Large-scale production ended after the Bexleyheath factory ceased operations in 1979, following the failure of two important overseas distributors. Throughout the 1980s, Cooper continued to build and sell limited quantities to order. Gibson licensed the Orange name in the 1990s and released reissue models manufactured in Huddersfield, but the reissues were not commercially successful. Gibson returned the name to Cooper in February 1997. The brand then entered a renewed growth period. Cooper recruited valve-amplifier specialist Adrian Emsley as technical director, and the company used feedback from working guitarists to refresh its circuits. Modifications made in response to Noel Gallagher's requirements helped inform the OTR design. In 1998 Orange launched the AD series, including the AD30 head, AD30R 2x12 combo, and AD15 combos. The series received strong critical and commercial attention, while users such as Jimmy Page and Jeremy Spencer increased the brand's visibility. The AD15 received an Editor's Pick award from Guitar Player magazine in 1999. Orange subsequently expanded its portfolio across boutique-style valve amplifiers, compact practice products, bass amplification, speaker cabinets, pedals, and other accessories. The Rockerverb series, introduced in 2003, became especially associated with high-gain rock and metal. Orange remains an active international musical-equipment brand whose identity combines British amplifier heritage, recognizable industrial design, durable touring construction, and a broad range of modern guitar and bass products.

Orange began in London's West End in 1968 as a music shop and recording-studio venture founded by Clifford Cooper. The studio occupied the basement of the original premises, while the shop opened on 2 September 1968 to generate income. Because Cooper had difficulty obtaining new equipment from suppliers, the shop initially concentrated on second-hand instruments and electronics. He began designing amplifiers to supply products that could not otherwise be sourced. Radio Craft of Huddersfield produced the first Orange-branded amplifiers in late 1968. Mat Mathias, Radio Craft's owner, became associated with the early Orange Matamp models, which were built to Cooper's specifications. The amplifiers used valve technology and were intended to provide the sustain and lead-guitar response sought by contemporary players. Touring musician and Orange employee Mick Dines contributed to cabinet development, emphasizing strength, serviceability, basketweave grille cloth, and wooden skids that helped protect equipment and couple cabinets to wooden stages. Demand soon exceeded Radio Craft's capacity. Cooper and Mathias formed Cooper Mathias Ltd in 1969, and a factory at Cowcliffe near Huddersfield opened in early 1970. Production remained too slow and costly for the volume of outstanding orders, so Orange ended the manufacturing relationship and moved operations to premises in Covent Garden. Cabinets were made on the ground floor while amplifier work, testing, and storage took place in the basement. In 1971 Cooper noticed the use of graphic symbols on new British road signs and asked Orange's design team to develop symbols for amplifier controls. John James subsequently designed the Graphic Valve Amplifier, launched in 1972 and known as “Pics Only.” Early versions used reverse-printed plastic panels, while later units used silk-screened metal panels. The model's appearance and circuit design helped establish the Orange sound and visual language. Production moved to a larger facility in Bexleyheath, Kent, in 1973, enabling a more systematic assembly line and the first distribution of Orange products in the United States. The revised Graphic 120 “Pics & Text” followed in 1974. Orange expanded its range in the mid-1970s. The Custom Reverb Twin MKII competed with established American reverb combos and was offered in 50-watt and later 100-watt forms. The company also created OMEC to investigate solid-state and programmable amplification. Peter Hamilton designed the OMEC Digital Programmable Amplifier, an early digitally controlled analogue amplifier using contemporary logic chips. Its limited memory and high power consumption made it commercially difficult, but related solid-state technology informed later products, including the Jimmy Bean and other amplifier-and-cabinet ranges. By 1978 Orange had divided its offerings into Orange Sound Reinforcement and Orange Instrument Amplification, covering products such as public-address equipment, mixing desks, power amplifiers, guitar amplifiers, and bass amplifiers. The London shop closed when the New Compton Street buildings were demolished. In 1979 production at Bexleyheath ended after two major overseas distributors entered liquidation, making the factory uneconomic. During the 1980s Cooper continued the brand on a small, special-order basis. Following Mat Mathias's death in 1989, his sons continued the associated business until it was sold in 1992. Gibson licensed the Orange name in 1993 and arranged for reissues to be made in Huddersfield. Graphic and Overdrive reissues appeared from 1994, with a small number of Super Bass units also produced. The reissues did not achieve the expected commercial results, and the licence ended with Gibson returning the name to Cooper in February 1997. Cooper appointed Adrian Emsley as technical director and began a substantial product refresh. Input from Noel Gallagher led to circuit changes that informed the OTR amplifier. The AD series launched in 1998 with the AD30, AD30R, and AD15, winning critical attention and attracting users including Jimmy Page and Jeremy Spencer. The AD15 received recognition from Guitar Player in 1999. Orange's later development included the Rockerverb series, introduced in 2003 and particularly adopted by high-gain rock and metal players. The brand continues to manufacture and market guitar and bass amplification, cabinets, pedals, and related accessories internationally.

• 2003

  Rockerverb introduced

  [1]Orange Ampsen.wikipedia.org

  Orange launched the Rockerverb family, which became prominent among high-gain rock and metal guitarists.

• 1998

  AD series launched

  [1]Orange Ampsen.wikipedia.org

  The AD30, AD30R, and AD15 began a renewed period of product and commercial development.

• 1997

  Brand returned to Cooper

  [1]Orange Ampsen.wikipedia.org

  Gibson ended the unsuccessful licensing arrangement and returned the Orange name to Clifford Cooper.

• 1993

  Gibson licensing period begins

  [1]Orange Ampsen.wikipedia.org

  Gibson licensed the Orange name and released reissue amplifiers manufactured in Huddersfield.

• 1979

  Large-scale production stops

  [1]Orange Ampsen.wikipedia.org

  The Bexleyheath production operation closed after overseas distributor failures made continued production unviable.

• 1976

  OMEC digital amplifier developed

  [1]Orange Ampsen.wikipedia.org

  Orange introduced its experimental digitally programmable amplifier and expanded solid-state products.

• 1975

  Custom Reverb Twin MKII launched

  [1]Orange Ampsen.wikipedia.org

  Orange introduced a reverb-and-tremolo combo intended to compete with established American studio amplifiers.

• 1973

  Bexleyheath factory opens

  [1]Orange Ampsen.wikipedia.org

  Production moved to a larger Kent facility, and Orange products began reaching the United States through distribution.

• 1972

  Pics Only introduced

  [1]Orange Ampsen.wikipedia.org

  The Graphic Valve Amplifier established Orange's pictogram-based control-panel design and signature sonic identity.

• 1969

  Cooper Mathias formed

  [1]Orange Ampsen.wikipedia.org

  Cooper and Mat Mathias formed a joint company to increase amplifier-production capacity.

• 1968

  Orange Shop opens in London

  [1]Orange Ampsen.wikipedia.org

  Clifford Cooper opened the Orange Shop in London's West End on 2 September after beginning the venture with a basement recording studio.

• 1968

  First Orange amplifiers produced

  [1]Orange Ampsen.wikipedia.org

  Radio Craft of Huddersfield began producing Orange-branded amplifiers to Cooper's specifications.

Professional and enthusiast-focused guitar and bass amplification brand combining British valve-amplifier heritage, distinctive orange styling, durable touring construction, and recognizable rock-oriented tone.

• Valve guitar amplifier · 1972

  Pics Only / Graphic Valve Amplifier

  Introduced in the early 1970s, the Graphic Valve Amplifier used pictograms instead of conventional control labels. Its orange chassis styling, graphic interface, and valve-driven response became foundational to the Orange brand and influenced later reissues and product designs.

• Valve combo amplifier · 1975

  Custom Reverb Twin MKII

  A versatile combo introduced in the mid-1970s with Hammond spring reverb, tremolo, and master volume. It was offered first as a 50-watt model and later as a 100-watt version, targeting studio and stage users seeking a broad, effects-equipped amplifier.

• Programmable solid-state amplifier · 1976

  OMEC Digital Programmable Amplifier

  An experimental amplifier using digital logic to control an analogue signal path. It was innovative for its period, but limited memory, high power consumption, and the cost of available technology prevented it from becoming a financially scalable product.

• Valve guitar amplifier · 1998

  AD Series

  The AD family marked Orange's commercial revival after the Gibson licensing period. The initial range included the AD30 head, AD30R 2x12 combo, and AD15 combo. It attracted critical acclaim and prominent professional users while retaining a compact, touch-sensitive British valve-amplifier character.

• High-gain valve amplifier · 2003

  Rockerverb Series

  Introduced in 2003, Rockerverb amplifiers expanded Orange's presence in high-gain guitar music. The series became particularly associated with heavy rock and metal because of its powerful overdrive, substantial low end, and suitability for both live performance and recording.

• Speaker cabinet

  PPC Speaker Cabinets

  Orange speaker cabinets support the company's guitar and bass amplifier heads and are known for touring-oriented construction and the brand's highly recognizable orange exterior. They are offered in configurations intended for different stage volumes and amplifier formats.

• 2003

  Launch of the Rockerverb seriesProduct launch

  Background

  Orange had re-established its valve-amplifier business through the AD range and sought to serve players requiring more powerful high-gain tones.

  Action taken

  The company introduced the Rockerverb family of high-gain amplifiers.

  Aftermath

  Rockerverb became a notable choice among heavy-metal and high-gain rock guitarists.

  Source

• 1997

  Reclaiming and refreshing the Orange brandStrategy

  Background

  After Gibson's Orange reissues failed to achieve commercial success, the licence ended and the brand returned to Clifford Cooper.

  Action taken

  Cooper appointed Adrian Emsley as technical director and began updating the range with input from working guitarists, including Noel Gallagher.

  Aftermath

  The strategy led to the AD series in 1998 and a renewed period of product recognition and growth.

  Source

1. 1Orange Ampsen.wikipedia.org
2. 2Orange Amplification official websiteorangeamps.com