How can you strengthen a communication strategy through sound? How can you connect with your target audience? How can you ensure consistency across a brand’s messaging?
For nearly a century, the audio logo has been part of the arsenal of brands’ communications and marketing departments. Whether used tactically or strategically, let’s take a look at how its use has evolved.
The Rise of the Jingle
An audio logo consists of those little tunes that stick in your head—a set of sounds associated with a brand. Jingles have been around since the advent of commercial radio in the early 1920s.
1926 – Wheaties
The first radio broadcast took place in 1900. It wasn't until 1926 that the cereal brand Wheaties became the first brand to be advertised on the radio using a jingle.
Radio jingles flourished in the 1930s and 1940s and even experienced a boom in the 1950s, when radio was competing with television. The purpose of a jingle is simply to capture listeners’ attention with a catchy melody.
Although they are still used today in radio advertising, their use has declined. Jingles are now being replaced by commercial music to draw attention to advertisements.
1928 – MGM
The visual logo was created in 1916. The lion roared for the first time in 1928 to introduce the film *White Shadows in the South Seas*. Since its creation, the audio logo has changed very little and is used very frequently.
The lion's roar heralds the start of a thrilling and immersive experience. This logo shows us that a sound logo doesn't necessarily have to consist of musical notes.
From Jingles to Brand Sound Identity
For most of the 20th century, sound logos were designed like jingles: short, catchy melodies. It wasn’t until the end of the century that a new approach emerged: sound identity.
1994 – Intel
Intel's three-second jingle is one of the most recognizable. It consists of a simple five-note melody. It is estimated that it is played somewhere in the world every five minutes.
It works because it’s a very catchy sequence of notes, but also because of the sound of those notes. The unique composition, accessible to the general public, aligns with the brand’s identity: innovation, technology, and accessibility. It was the first brand sound identity to be released globally, eventually becoming iconic.
Slightly updated, this audio logo is very often paired with the visual logo. In 2015, Werzowa, the creator of the audio logo, composed a mashup of the audio logo and Beethoven’s 5th Symphony to create “Symphony in Blue.”
To learn more about the creation of Intel's "Bong."
1996 – Audi
Since 1996, Audi’s sound logo has been a heartbeat. In 2016, the automaker developed a strategic approach that adds a new dimension to the brand experience. The goal is to ensure that the brand’s values are recognizable at every touchpoint.
The Audi Corporate Sound includes a description of the Audi sound identity and exclusive sounds such as instruments, environmental sounds, voices, and vehicle sounds.
This is a truly comprehensive approach to sound identity, with a sound style guide developed to ensure consistency across the brand’s audio universe. However, in recent years, the sound logo has become less and less common at the end of commercials.
To learn more about the creation of Audi's audio logo.
2003 – McDonald’s
The company, which first launched as a franchise in 1955, waited nearly half a century before launching its first global marketing campaign in 2003. To accompany the campaign, a sound logo was developed.
The slogan “I’m lovin’ it,” accompanied by a super-catchy vocal hook—“ba da ba ba ba” (always five notes)—has a way of sticking in people’s minds. It is universally popular and instantly recognizable.
The secret behind this sound logo is that it’s extremely flexible, easily integrates into cultures around the world, and can be adapted to specific campaigns. Partly because of this, it always feels fresh and relevant. Since 2020, the sound logo has simply been whistled:
To learn more about the creation of McDonald’s “I’m Lovin’ It” jingle.
2015 – Netflix
In 2015, Netflix’s vice president of products, Todd Yellin, was looking for “something that screams Netflix.” Yellin is a former filmmaker with a knack for sound design, and he led the process of creating the “ta-dum.”
Oscar-winning sound designer Lon Bender (Braveheart, The Revenant, Drive, The Hunger Games) experimented with a variety of sounds before finding the right balance and the right sonic textures. This sound logo isn’t particularly memorable, but it has a very specific and distinctive sonic character. It creates an element of surprise. Its uniqueness enhances the sense of a strong personality.
A longer audio logo was composed by Hans Zimmer (The Lion King, The Dark Knight, Gladiator, Interstellar, The Crown, …) to be played in movie theaters.
To learn more about the creation of Netflix's Tadum.
2019 – Mastercard
Mastercard has developed a short, unique, and memorable melody to confirm payment for a transaction. Sound branding is even more valuable for brands that you can’t see or touch.
The goal is to create a truly comprehensive sound architecture that is flexible and adaptable to all regions and all touchpoints. The resulting melody serves as a kind of sound signature.
An audio brand architecture was developed based on a sound charter. Raja Rajamannar, chief marketing officer, says it’s all about context. As a result, there are “playful,” “cinematic,” and “operatic” versions of the sound identity.
Mastercard conducted its own research on the performance of its audio logo, stating that 77% of customers believe the sound makes transactions and retail environments “more trustworthy.” In 2021 and 2022, the Mastercard audio brand was ranked No. 1 in the Best Audio Brands study.
But where is the sound identity headed?
In a crowded marketplace, where consumers are bombarded with information, it is essential that every element of a brand do its best to attract attention and rebuild connections. A brand’s sound identity can help it convey meaning and evoke emotion.
Brands such as McDonald’s and Audi have created sound logos to encourage the public to remember them subconsciously. When used consistently across every touchpoint, a sound identity can help companies effectively and lastingly reach their audience.
As we can see, brand-building is increasingly shifting toward the customer experience and moving away from pure communication. A truly multidimensional sound identity is being developed more and more, as a form of “audio DNA.”
Is a holistic sound identity the future of brand attention?
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