Sonic Branding: Sonic Logos

Sonic logos are short audio jingles that are used by brands to identify themselves and are usually less than 7 seconds. It is essentially the harnessing of audio to represent and communicate the values and personality of a company. Associations and companies use sonic logos to grow public awareness of their brand and they use them in many medias including the web, radio, mobile technology, and television.

Other elements to consider when designing a sonic logo occur before any actual musicianship or sound recording. The history and character of the brand must first be evaluated. In order to successfully capture the brand’s identity, the personality of the brand music be understood. The following steps discuss certain such elements of the sonic logo creation process.

1. In order to begin the process of creating the sonic logo, one must first determine the core values of the brand. For example, is the brand environmentally aware, conservative, or part of a particular cultural movement?

2. Secondly, research the sonic history of the company to how sound or music has been used in the past to reflect the identity of the brand. Past use of sound could prove as a springboard for inspiration or a direction not to take if the company is unhappy with past sonic elements.

3. Next, figure out what sound effects or ambience will be able to communicate the brand’s ideals. For an environmental organization, for example, one might want to use sounds of water or birds to create a sort of nature montage.

4. Fourth, decide if voice is going to play a part in the sonic logo. Will there be a phrase such as “What’s in your wallet?” or will the logo simply contain a melody amidst sonic texture?

5. Lastly, be sure that all of the sonic logos you create are memorable and original since its main function is to identify one specific brand.

These five steps provide a basic outline of the important elements of the process of creating sonic logos. No matter what you do, make sure that the finished product is different in some way from anything that’s come before and that your client is proud of their new sonic identity. If you’ve achieved those two things you’ve done your job.

Tags: guitar, arts, entertainment

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