What Not to Do When Creating a Sound Logo
We’ve already discussed here on Zanna’s Blog how Sound Branding is essential for a brand, company, or business, and how the sonic signature or sound logo plays a crucial role in building its identity. But, besides positive examples, what are the most common mistakes made when creating them?
Sound does not go unnoticed. You can choose not to look, but you will inevitably hear it. Moreover, sound always tells a story and evokes emotions, and sometimes these emotions are undesirable. There are less advisable ways to use sound, such as in the method of application, using frequencies that irritate, or even copying sounds that have already been extensively used by other brands.
Here are the most common mistakes companies make when creating their sonic signatures:
Lack of Originality in the sonic signature
What makes a sonic signature memorable is the uniqueness of its creation. However, it’s very common for clients to approach us with this request: “Can you create a sound like Intel’s bongos?” Or even: “Can you make a sound for my brand like Netflix’s ‘TUDUM’?”
The sonic signature of LG is one of many cases where the brand chose to draw inspiration from Intel’s “Bongo,” the first brand to create a highly impactful audio logo. It uses the same timbre in the melody and the same type of sound in the background, with a more technological feel. The same happened with Samsung.
The problem with replicating the sonic aesthetic of a giant brand is that it creates more awareness and recognition for the copied brand than for your own company. Alternatively, the sound may become mere background noise to the audience, going unnoticed.
Inconsistency in Application
Another common problem when creating a sonic signature is the inconsistency in applying the sound across campaigns, which often leads to it being shelved. Even when the Sound Branding project was carefully crafted based on the brand’s personality attributes, it can still fall by the wayside.
This often occurs due to a lack of vision and the unpreparedness of the executives responsible for the company, who are in the process of understanding the power of sound. Branding professionals, who are the most qualified to defend the brand’s interests, frequently engage in relentless battles to ensure the sonic signature remains present in the brand’s communication.
However, with constant shifts in marketing executives, Sound Branding often gets forgotten or sidelined by the interests of communication and advertising departments, which are focused on short-term returns with little emphasis on long-term brand recognition.
A notable case in Brazil is Vivo, a project we worked on at Zanna Sound. The most widely sung sonic signature across Brazil has fallen into disuse over time, appearing only sporadically in some campaigns.
Have you noticed a brand constantly changing its visual logo? If so, do you remember what happened to it? One example that comes to mind is Pepsi-cola. It faced three problems: 1. It had “cola” in its name; 2. Its design was crafted with the same curved lines as its direct competitor, Coca-Cola (as mentioned earlier, copying strengthens the copied brand); 3. It kept changing its design over the decades.
The result is that Pepsi-cola, despite all its potential to compete with Coca-Cola, faded away. It was outmaneuvered by the brand intelligence of its major competitor, which, incidentally, has never changed its visual identity. Why is it one of the most recognized brands on the planet?
The same dynamics apply to sound. We can cite Microsoft, for example. They hired Brian Eno to compose 88 sound bites to accompany the changes in their operating systems. Meanwhile, the world’s most beloved brand, Apple, has used the same chord, played by an engineer, since the 1970s.
The question that lingers: which brand is more recognizable?
The answer is obvious.
The constant change in the sonic signature leads to its lack of recognition. Just as Pepsi-cola kept radically changing its visual logo and disappeared, and as Microsoft kept changing its sound and has far less recognition than Apple, Hyundai has several versions of its sonic signature, resulting in a sonic brand that is unremarkable and lacks recognition.
When Does a sonic signature work?
A study conducted by Man Made Music tested the sonic signatures of 16 brands and reached two conclusions:
1) The visual logo is an important trigger for memories. The sonic signature, however, is primarily responsible for evoking emotions and meaning for the brand;
2) These emotions and meanings depend on the context.
The study was conducted shortly after the COVID-19 pandemic, but the results revealed insights that remain relevant today. In a context where the world was collectively experiencing social isolation and a massive wave of negative news, excess, repetition, and a lack of connection with the moment displeased various audiences.
A strong sonic signature should include five key elements:
Melody: It should have a memorable melody, with an emotional impact depending on the brand’s segment;
Clarity: The information needs to be clear, defined, and distinct. Overlapping sound elements are not welcome;
Originality: It is crucial that your sound does not copy any existing brand, but instead, seeks its unique sound based on its personality attributes;
Coherence: Just as brands do not radically change their design and typography, it is essential that the sonic signature (or audio logo) remains consistent throughout its existence, without changing its timbre;
Consistency: Yes, the sonic signature needs to be consistently applied across all audiovisual media used by the company, always connected to the visual logo.
"Capturing the audience’s attention happens gradually, according to the number of times they have the opportunity to hear it. Every brand is a living entity with its unique attributes and purposes, so it needs to find its essence in an original sound that represents it."
A recent example of a successful sonic signature that adheres to all the principles mentioned above is Netflix’s “TUDUM.” It is undeniably easy to remember and distinctive, it’s clear, original, doesn’t copy any other sound, always uses the same timbre, and, as a media platform, it is widely applied and constantly heard by its audience.
Did you enjoy this content? Have any suggestions or want to discuss how to create a sonic signature and what mistakes to avoid? Send us a message!
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