Many brands fall into the trap of using what I call category sounds as opposed to a distinctive brand sound.
- Fashion – house and chillout.
- Fast cars – hard rock.
- Youth brands – anything ‘now’ will do.
Intel recently revised their audio logo placing more emphasis on the human aspect of the sound.
Hit play to listen. The first one you will hear is intel’s original sonic logo, the second is their new sonic logo.
Not only does this differentiate Intel from its main rival AMD, but also makes intel stand out among the clutter of tech brand sonic logos. Many of whom are indistinguishable because they all conform to the ‘futuristic’ language of wooshes and synthetic sounds, that are derived from film sound design cliches, not brand attributes.
Close your eyes and play your brand soundtrack, jingle, voice over, audio logo, next to your competitors’ – Can you tell the difference?