A Sound Branding project unfolds into a multitude of sounds, tailored to suit the environment, platform, and communication goals of a company. We have previously showcased successful examples in this field, and now, let’s delve deeper into the world of sound logos – a potent tool forever intertwined with a brand’s identity.

By definition, a sound logo represents a brand through a short melody of a few notes or a sound design, conveying its identity in audiovisual or purely auditory mediums. It is a sonorous signature that resonates with the audience, leaving a lasting impression.

The impact of a sound logo on brand-consumer relationships is fundamental. A study conducted in the United Kingdom revealed that one-third of adults up to the age of 35 are more attracted to companies with a sonic identity. This sonic attribute also influences purchase decisions, making brands with a distinct sonic personality more appealing.

GRU Airport

GRU Airport (São Paulo, Brazil) was the first in the country to adopt a sonic identity, and Zanna Sound’s team was called upon from the inception when it transitioned from being known as the Guarulhos Airport. The goal was to infuse the space with humanity, as it was once perceived as cold and impersonal. The choice of music, the sonorous touch, the voice selection, and the creation of a verbal tone were all based on the company’s most striking personality attributes: multicultural, innovative, and dynamic.

In pursuit of an ambient sense of lightness, we composed an instrumental, acoustic, delicate, contemporary piece with subtle retro elements, reminiscent of Sergio Mendes’ flowing style with an elegant POP twist. This musical identity perfectly resonated with the space frequented by people from diverse cultural backgrounds. The classical cello exhibits contemporary behavior, while the trumpet and Hawaiian guitar add charm and relaxation to the environment. From this musical theme, we crafted the sound logo.


Amidst the pandemic, Zanna Sound developed Cielo’s sound logo, thoughtfully tailored to unite forces, fight, and overcome the challenging times when the world came to a standstill. We crafted a strong and determined sound, infused with the beat of “maracatu” and guitars.

Understanding Cielo’s role amidst uncertainties was to help the market navigate the crisis, we redefined the brand attributes as Empathy, Transformation, and Empowerment. The result is a powerful synthesis of the guitar melody, applied throughout the brand’s signature and communication materials.

You can listen to the initial version of the Cielo sound logo here – produced before the pandemic – and below, the final version post-pandemic.


The Disney sound logo, longer and more intricate than others on this list, has been in use since the 1950s when the company was known as Walt Disney Pictures. It is derived from the opening notes of the song “When You Wish Upon a Star,” composed by Ned Washington and Leigh Harline a decade earlier for the animated version of Pinocchio.

Since the 1980s, these musical notes have accompanied the visual depiction of a castle in the opening sequence of all films released by the studio, including the most recent live-action and extended versions. For some, the sound symbolizes the promise of magic and adventure, while for others and older fans, it evokes nostalgia and guaranteed entertainment.

Regardless of age, the Disney sound logo conveys the notion that it is “the most magical place on earth” and was even voted the favorite sound logo by Americans in a 2021 Sound Out Index survey.


Created in 1994 by Austrian composer Walter Werzowa, the Intel sound logo is one of the most recognized worldwide, consisting of just five musical notes. Fondly referred to as the “bong”, it has been consistently updated over the past 30 years while remaining faithful to its original melodic design.

The logo’s continuity over time and its effectiveness in always conveying a futuristic or contemporary concept through its various updates have led the public to associate it with comfort and familiarity.


A survey conducted among more than 2,000 Britons two years ago revealed that the McDonald’s sound logo, with its whistles, synthesizers, or harmonized voices singing “para-papa-pah,” is one of the most recognizable sonic identities. Integral to the slogan and campaign “I’m Loving It” it was created in the early 2000s to address an image crisis that was impacting the brand’s sales and market value.

The initial concept was developed by the German agency Heye & Partner, and the final composition was produced by the house music producer Mona Davis. Adaptable across various musical genres, the McDonald’s sound logo has been reinterpreted by artists like Justin Timberlake, Destiny’s Child, and even the Minions over the years, establishing its five-note sound as synonymous with the brand and the Big Mac worldwide.


For over a decade, Netflix has been a pioneer in streaming movies and series, and for just over three years, it has been applying its sound logo on the platform. The “tudum” has become synonymous with the excitement, strength, and grandeur of the platform’s creations. It has become such an integral part of the brand identity that its full written form – “Tudum” – has lent its name to the annual festival where Netflix unveils its latest original productions.


Globo has made history with its iconic “plim-plim,” which marked the introduction of international content into the channel’s programming for decades and later became a signature before and after commercial breaks. A resounding success in Sound Branding, this sound instantly identifies the channel as Globo. Created in 1997 by keyboardist Mu Carvalho, it has evolved in line with the channel’s visual identity over the years while preserving its initial essence.


In use across all commercial, audiovisual, and product platforms since 1996, Audi’s sound logo, composed of a heartbeat rhythm, aims to “make progress audible.” Over two decades later, it was revitalized to enhance its emotional appeal and resonance, refined for outstanding technical expertise and brand emotional appeal. The intensity was such that the heartbeat sound was directly captured from a human chest.


As the first company in the mobile telecommunications industry to embrace a sonic identity, Vivo resonates nationwide today. The musical theme for Vivo exhibits an enthusiastic rhythm with tribal percussions by Sané, an artist from New Guinea based in Lisbon. The strings evoke transformation and positive emotions, while the melody is played on the piano.

Created by Zanna Sound, a chorus of Brazilian voices joyfully sings the refrain “Oh Oh! Oh Oh! Vivo!” – which is also utilized as the core of the sound logo. Amidst the chaotic communication of competing providers, this project strategically positions Vivo and manages the brand.


It is undeniable that MetrôRio has become a more pleasant place since the Sound Branding project undertaken by Zanna Sound in 2011. The attributes of a Carioca, practical, human, and transformative were used to create the musical theme and three different versions of the sound logo. These versions are used to announce operational, institutional, and attention messages within trains and platforms. The success has been such that MetrôRio’s music has become popular during graduations and among dance groups in the city.

If you’d like to collaborate with us on creating a sound logo for your company or a Music Branding project for your store or film, reach out to us!

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