You've almost certainly heard that heartbeat at the end of Audi commercials. This audio logo has become iconic in the automotive industry and is one of the most memorable.
Audi is one of the brands that uses its audio logo most consistently and regularly. In fact, its audio logo appears alongside the visual logo at the end of commercials. The heartbeat sound is unique in that it has no melody, which allows it to blend easily into music.
But what few people know is that the brand didn’t just develop a simple audio logo—a jingle. It developed a complete sound identity system. In this article, we explore this comprehensive universe to see how it serves as a powerful brand asset.
Audi Corporate Sound: Much More Than Just an Audio Logo
For some, a brand’s sound identity boils down to a jingle or a sound logo. But Audi has come to understand that, to touch people’s hearts, sound needs to be much more than just a few notes. It’s an entire universe, a captivating sensory experience. Sound can permeate our minds and emotions. That’s why every sound, every composition, and every voice is meticulously chosen and designed to deeply and lastingly immerse consumers in the brand’s DNA.
To achieve this, the brand has developed an audio branding platform. The goal is to take audiences on a sensory journey where they can truly experience the very essence of the brand. The Audi Corporate Sound project was developed in collaboration with the audio branding agencies Klangerfinder and S12. Link to the Corporate Sound platform.
In the beginning was the heartbeat
Audi began using the heartbeat sound as its audio logo in 1996. It emphasizes the brand’s core philosophy of “Vorsprung durch Technik” and focuses even more specifically on the double heartbeat. The corporate sound guidelines stipulate that this audio logo must be included at the end of audiovisual media and advertisements. It is considered a central element of the brand, designed to provide a recognizable sound across all media and markets. This is precisely what has been emphasized; much like the visual logo, it serves as a powerful identifier across all communication channels, ensuring consistency in all brand messaging. Thus, since 1996, Audi has been creating a powerful and lasting emotional connection with its audience.
The Audi Heartbeat was redesigned in 2016. The new version of the Audi logo was designed to highlight the brand’s modernity. This heartbeat has been regularly reimagined to embody the brand’s technological progress. It is based on a real heartbeat, accompanied by exclusive musical instruments fromthe Audi Sound Studio. This sound symbolizes the emotion and technology that define the brand.
Then brand music began to diversify
Audi’s soundscape also extends through Audi Scores and Audi Compilations. These exclusive, carefully composed pieces of music capture the essence of the brand and can be used in various communication contexts to reinforce Audi’s sound identity. It is a veritable music library that creatives can draw upon to produce content.
Specific, calm music tracks were created for events held in the showrooms. For events and trade shows, energetic and danceable music has been created. As a result, four playlists—“Ambience,” “Vibes,” “Emotions,” and “Smooth”—have been created to provide music accessible to all employees, allowing them to liven up events while maintaining brand consistency.
At the Audi Sound Studio, hold music was developed to be integrated into dealership phone systems, for example. The phone remains one of the primary points of contact when a problem arises. It is therefore very important to give careful consideration to the hold music.
The voice took its place
Voice plays a crucial role in brand communication. It is what conveys the message in advertisements and in internal and external communication videos. Few brands take the time to consider their voice identity. The brand’s slogan is “Advancement through Technology” (Vorsprung durch Technik). It’s a guarantee of German quality.The Audi Brand Voice was designed for all communication channels: TV commercials, movie theater ads, radio spots, brand films, the web, and trade shows.
The voice is masculine, with a medium-to-low pitch; it is engaging, authentic, and confident. It is not casual—it is the voice of an expert. It embodies the brand’s personality and ensures brand recognition across various communication channels, thereby reinforcing its authenticity and consistency. This does not mean always using the same voice across all content, but rather being able to vary the tone within the framework provided by the brand’s sound identity.
To push the boundaries of sound identity
This project was brilliantly led by Margarita Bochmann, project manager for corporate sound at AUDI AG (Audi Brand Development / Corporate Identity team). Her work involved not only defining and overseeing the creation of this content but also supervising its implementation on an international scale.
Audi has truly mastered the art of sound identity, creating a distinctive and immersive soundscape that transcends the boundaries of traditional communication. By seamlessly integrating music, sounds, and voice, Audi has captured the very essence of its brand and brought it to life around the world.
As you can see, Audi’s sound identity is more than just an audio logo. It transcends the boundaries of perception, creating an immersive experience that resonates deeply with consumers. From technological advancement to a sense of belonging to a community, every aspect of Audi’s sound identity helps forge lasting emotional connections with its audience. It is a complex art that blends emotion, technology, and creativity to create an unforgettable multisensory experience. In an age where we are inundated with content, Audi’s strategy helps build a strong and enduring brand in the minds of consumers.
Audi's audio logo is one of the sound identities that have shapedthe history of the audio logo.