Sonic logos. I don’t mean the personal branding of a speedy blue hedgehog. I’m talking about audio logos. A short, distinctive sound or melody that represents a brand and helps people recognise it quickly. Instagram released one recently that plays at the end of downloaded reels. It’s not gone down well on the whole. An article about it on Creative Bloq (https://lnkd.in/ePz-guFk) describes it as “lacking character, feels flat and doesn’t have a strong link to the brand.” Ouch! Take a listen: https://lnkd.in/eCxx2gqj What do you think? The article contrasts it with a much more successful sonic logo from Cadbury in 2022: sonic logo from Cadbury in 2022 (https://lnkd.in/eHU3WyYv) There are famous sonic logos going all the way back to the 1929 NBC chimes, which is considered to be the first, and was initially played live in the studio during radio broadcasts, giving it a distinctive association in the minds of listeners. For me, the one most engrained in my brain is the Intel Inside chime from the 90s PC adverts. Returning to the Creative Bloq article, it concludes by saying: “Great sonic logos communicate the spirit of a brand in just a few seconds.” It’s a fun exercise to think about what your brand’s sonic logo would sound like. And more broadly, focusing on the ‘spirit of a brand’ is useful. It helps us concisely define and articulate the essence of a brand, and maybe opens up a different way to think about it. So, what would your sonic logo sound like, as a business or maybe as a person?
Paul Bradley 🟩
1mo
Talking of spikey blue hedgehogs directly, Sonic on the Megadrive used to launch to a massive fanfare of 'SAY-GA' along with the Sega logo. Which in fact brings me to all the consoles of that time with boot up sound + logo. I can hear the PS1 in my head turning on now accompanying the logo, and the Dreamcast with the blue swirl logo. And even the Master System chip sounds from a little earlier. 😀 https://www.youtube.com/watch?v=ETytDSLg7-Y
it's like the sound of when a laptop doesn't recognize an input USB device 😆
Sarah McDowell
1mo
I’ve always referred to them as ‘jingles’! My favourite is probably the McDonald’s one 😂
Helping brands build authentic connections through strategy & design
1moMy personal sonic logo would probably be the sound of cat purring - representing my affintity for cats. Or—let me be real for a moment—the sound of chewing, representing my affinitiy for, erm... food. #beingvulnerable #showingupauthentically #mmmfood