Tema musical e logotipos sonoros

The musical theme of ViaQuatro and ViaMobilidade brings the groove of the city’s suburbs together with the elegance of the clarinet, an instrument prevalent in jazz and “chorinho.” The aesthetic mirrors the São Paulo metro, blending the tribes of the most populous neighborhoods with the more affluent ones. The sonic logo, played by the clarinet, precedes educational messages, like this example, and the operational logo, featuring a choir singing “tchuruptchu,” introduces operational messages.

Brand Voice, personality and tone

If ViaQuarto was a person, she would be a 35-year-old woman from São Paulo, cultured, independent and, at the same time, accessible and kind. The process of casting a voice that harmonized these qualities brought us to Pérola Rodrigues, who taped all the messages for Lines 4 and 5 of Sao Paulo’s subway. We also altered the speaking mannerisms for the brand voice and tone, allowing the messages to be more forthcoming and contemporary, as required by the company. See the difference:

The old model:
Holding the doors causes delays and affects the circulation of all trains. The train will not leave the platform as long as the doors are open.

Our way:
Passengers, please, do not block the train doors. This will make your trip, and everyone else’s, much faster. Thanks!

Sound UX

After crafting and implementing Sound Branding, the subway and train lines served in São Paulo embraced a positive sonic communication that enhances the flow in their spaces. Consequently, they began connecting with people in a more authentic manner. The brand’s sound, adopted in stations and trains, is also featured in the fixed telephony (URA) and certain advertising films. Humanizing communication in these mediums has transformed users into fans, marking our greatest achievements: informing, guiding, assisting, but also resonating, enhancing the quality of the sound experience, and fostering genuine connections.