Sound Branding – How to Make a Sonic Logo
A sonic logo is essentially a short jingle or audio identity used for brand development that is generally between 3 and 7 seconds long. In essence, it is the use of sound to convey the personality and values of a brand. Companies, associations, and brands use sonic logos to build awareness of their services and apply them across a wide array of sonic touchpoints including television, radio, the web, and mobile technology.
Before a note is played or any audio is recorded in the actual creation of the sonic logo by musicians and sound designers, there are other factors to consider. It is necessary to first research the history and character of the brand with which you are working. So that the finished sonic logo captures the brand’s identity, designers must determine the personality of the brand. The process of creating sonic logo includes the following steps.
1. The first part of the process is to understand the core values of the brand with which you are working. For instance, is the brand part of a particular heritage, promoting conservative values, or technologically oriented?
2. Next, figure out the history of sound use by the company which may afford some sense of the brand’s identity. Use of audio in the past could be useful knowledge in what direction to now take.
3. Moving on, establish the types of sounds will best represent the brand’s values. For a cell phone provider, for instance, a variety of rings or button sounds might work well.
4. Then, determine if this sonic logo will use a vocal line. Is the logo just going to have a musical melody or something such as “Um um good?”
5. Fifth, ensure that the sonic logo is unique and memorable since it is meant to identify one brand and one brand alone.
The tips above give media professionals a basic description of the necessary element in creating a sonic logo. Regardless of how you create your sonic logos, be absolutely sure that they are unique from anything done before and that the brand you are working for are happy with their new audio identity. By achieving these two things you’ve reached sonic logo success!
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