Sonic Logo Creation: A Useful Element of Business Branding

Sonic logos are short audio jingles that are used by brands to identify themselves and are usually less than 7 seconds. It is essentially the harnessing of audio to represent and communicate the values and personality of a company. Associations and companies use sonic logos to grow public awareness of their brand and they use them in many medias including the web, radio, mobile technology, and television.

While the creation of the sonic logo itself is a matter of musicians and sound designers working in the studio, there are actually other steps to consider before a single note or sound is recorded. Research into the character and history of the brand is very necessary and precludes any studio work. The creators must determine who the brand is exactly so that the final sonic logo will accurately depict the brand’s identity. There are several basic steps in the process of creating a sonic logo that follow.

1. The first part of the process is to understand the core values of the brand with which you are working. For instance, is the brand part of a particular heritage, promoting conservative values, or technologically oriented?

2. Secondly, research the sonic history of the company to how sound or music has been used in the past to reflect the identity of the brand. Past use of sound could prove as a springboard for inspiration or a direction not to take if the company is unhappy with past sonic elements.

3. Third, determine what audio ambience or sound effects might work to convey the values of the brand. An technology company, for example, may have computer or data sounds incorporated into some sort of futuristic melody.

4. Then, determine if this sonic logo will use a vocal line. Is the logo just going to have a musical melody or something such as “Um um good?”

5. Fifth, ensure that the sonic logo is unique and memorable since it is meant to identify one brand and one brand alone.

The above steps are a great guide for making sonic logos that are relevant and effective. Always be certain that your client is proud of their new sonic identity and that the product you have made for them is original from anything else heard before. Once you accomplished these elements you have succeeded.