The use of audible cues to establish a company\u2019s identity is known as sonic branding, also known as audio branding, sound branding, or acoustic branding. This is now feasible because of advances in voice-enabling devices. According to research conducted by Deloitte Global, the smart speaker and digital voice assistant industries will reach $7 billion in 2018. By 2019, the smart speaker market will grow at a faster rate than any other connected device market on the globe, by a whopping 63%. Juniper Research forecasts that by 2023, almost 900 million voice-assistant-enabled devices will be in use in the United States. Machines improving in language support, accuracy, and simplicity will accompany that $40 billion industry, providing marketers with a wide range of opportunities in emerging sectors. To learn more about the Sonic logo, both the classic and new, its font and menu, read down to get more details.<\/p>\n
It\u2019s the equivalent in the sound of a company\u2019s recognizable symbol. In most cases, a logo will consist of a single or two-color font alongside a simple icon representing the company\u2019s mission. The company develops a look to boost brand awareness.<\/p>\n
The same can be said of the sound logo. The most condensed version of a brand\u2019s sound identity is a short sequence of notes (often between three and six) and distinct sound textures. Just like your visual brand, you want to plaster it all over the place. The company\u2019s radio and television commercials, in-store playlists, promotional events, and other venues are all great places to play the song. You want people to think of your brand whenever they hear such sounds.<\/p>\n
Therefore, how do we identify a high-quality audio logo as opposed to one that is subpar? The two most important qualities are recognizability and adaptability. Providing concrete examples will help clarify the process.<\/p>\n
Below are the two characteristics of the sonic logo:<\/p>\n
Why bother with a sound logo if no one will ever hear it or associate it with your company? People will say things like \u201cah, I\u2019ve heard this one before\u201d and \u201coh, I know!\u201d in response to a memorable audio logo. You can tell it\u2019s from McDonald\u2019s since this one is red. A large audience will recognize it as part of your brand immediately upon hearing it, proving that your first goal of widespread exposure has been met.<\/p>\n
The initials are often reserved for well-known companies. A lot of folks recognize the audio branding but can\u2019t quite put their finger on where they\u2019ve heard it before. Businesses have spent a lot of money to achieve the \u201cI\u2019ve heard it before\u201d impression, yet consumers are still completely unfamiliar with the brand.<\/p>\n
So, what characteristics does a memorable aural logo need to have? That\u2019s why it needs to be so easy. If there are too many notes, no one will remember them. Simply too complicated to keep in mind. And it must stand out from the crowd. Unique. It needs to be able to be recognized by a distinctive noise. It must be distinct from the noises of competing brands.<\/p>\n
People won\u2019t be able to make the association between a brand and its audio logo if it isn\u2019t consistent. However, you won\u2019t pay attention to it if it never changes. In order to pique people\u2019s curiosity, you need to offer them something completely new. To effectively communicate, a sonic logo must strike a balance between these two elements.<\/p>\n
A sonic logo with a backstory makes the audience feel more connected to the brand as a whole. It was planned that way so that the colors, the creative, and the VO will all work together. All of these other assets can communicate with it in the same way. More importantly, it can be considered independent.<\/p>\n
An audio logo with a backstory has gained legs, just like a visually compelling logo. A brand\u2019s history may be gleaned from it in a flash. This ensures its continued airing on radio, television, and elsewhere, regardless of what comes before it in terms of branding, licensing, or silence. An alternative view, advocating for clarity and ease of use, can be found in the field of sound logos. The more you muddy up a sound with layers of sound design and wide sweeping effects, the more it will blend in with the other commercials, offers, and movie trailers.<\/p>\n
That\u2019s why it\u2019s crucial that we hone in on the essence of what makes a fantastic audio logo. Finding a short, catchy sound that perfectly encapsulates a brand\u2019s essence is like looking for a unicorn; once you find it, you\u2019ve hit the jackpot, and it can be used to great effect. Less time at the end of communications for things like logos and closing frames is another issue we\u2019re starting to run into (literally two seconds or less).<\/p>\n
Some of the top-tier instances are as follows:<\/p>\n
The TED logo is a wonderful example of auditory branding with a narrative. The brand\u2019s mission is to disseminate information (their TED Talks are influential videos from expert speakers on education, business, science, tech, and creativity). The sound logo is a wonderful metaphor for a single drop of water and the waves it causes.<\/p>\n
They are unrivaled in their reliability and consistency. The five-note whistle at the Golden Arches has been played for almost twenty years. This unwavering dedication to aural branding has allowed them to modify the sound for each and every ad campaign without sacrificing recognition or recognition value. The Minion\u2019s calling!<\/p>\n
Perhaps the most well-known example of branded audio is Apple\u2019s \u201cbon gggg,\u201d often known as the startup sound. The zen-like, serene, and refreshing look was deliberate, as its primary purpose was to welcome the user back into the Apple experience after a crash. Excellent planning that resulted in a globally recognized sound asset. In an aside, it makes us think of Underworld\u2019s \u201cBorn Slippy,\u201d and now you can\u2019t unhear it.<\/p>\n
MassiveMusic composed a new anthem for Colgate that captures the spirit of optimism around the world. A positive, short, and fast tune that can be hummed around the world and comprehended without regard to language limitations. Integration of the story with tactical considerations.<\/p>\n
Our sonic logo for O2 is packed with meaning. The sonic logo, created to be highly adaptable so that it may exist throughout the vast touchpoint ecology of business, claims ownership of the human breath in a number of ways. That oxygen may permeate your own being, sustaining every thought and action.<\/p>\n
There is no greater unifier among humans than a shared appreciation for good music. What better approach, then, to get people interested in your brand than with a catchy musical recollection of who you are? Simply put, a sonic logo is a musical note (or set of notes) that represents your brand. Netflix\u2019s short, single-toned kick drum is very distinctive. It seems like everywhere you go, people are singing \u201cBada Ba Ba Ba, I\u2019m loving it\u201d about McDonald\u2019s. We\u2019re introducing our original sonic logo\u2014the sound that, in the future, will instantaneously convey \u201ciHeartRadio\u201d without having to say a single word.<\/p>\n
Sonic unveiled its new logo and brand design on January 31, 2020. The company\u2019s signature arrowhead emblem was kept, but the wordmark and symbol were updated. Sonic\u2019s new logo is an update on the company\u2019s former design, which had blue letters and a red double-delta. Cherry Limeade is represented by the red type, while icy vanilla ice cream is represented by the blue.<\/p>\n
During a session at the Game Developers Conference on March 21 in San Francisco, Sonic the Hedgehog creators Hirokazu Yasuhara (game designer) and Naoto Oshima (character designer) explained where the logo first appeared. As it turns out, flight jackets play a major role. Oshima had a special interest in aviation and the \u201cnose art\u201d that adorned the planes. That\u2019s why he wrote it into Sonic\u2019s canon, even though Sega never mentioned it in any of the canonical sources.<\/p>\n
The first concept was that Sonic was completely imaginary. Instead, there was a pilot with a stellar reputation for speed. He also painted a hedgehog face on the nose of his plane. He earned the moniker \u201cHedgehog\u201d for this reason.<\/p>\n
If you still need more convincing that your business needs sonic branding, consider the following 10 reasons:<\/p>\n
Over the years, several Sonic logo font iterations have been released. Compared to his modern incarnation, the Classic Sonic logo font has a wider midsection and a shorter, rounder head and torso, not to mention shorter legs. Recent Sonic cartoons (Sonic Boom, 2014\u20132017) gave him longer legs and sharper angles.<\/p>\n
However, it seems that Netflix will be using the 3D version of the spiky person in the show (the one in the middle in the image below, found in the 3D games not part of the Sonic Boom series). The classic sonic logo has a slimmer build than the original, but its shape isn\u2019t as angular or elongated as it was in Sonic Boom.<\/p>\n
Like the critically acclaimed Sonic Generations, Sonic Forces allows players to explore 3D and 2D logo environments as both the original Sonic and the classic Sonic. Dimensional travel even occurs, connecting both Sonics to the same timeline.<\/p>\n