The life of a sound logo

Sound logos develop their functionality, meaning, and value as they are implemented and start to function in real life. There is no doubt that not all sound logos are used to their full potential as brand elements, and some maybe even end up in the CEO’s archive due to bad implementation and strategy.

Through the ExSl project we have encountered and applied sound logos of various maturity in testing, and it is clear that the perception/meaning changes as a function of “life-stage”. This is a rough guide to understanding test results and sound logos as a function of which stage of implementation they are at:

Selected sound logo

This stage represent the phase were s a sound logo is selected and approved within a company. The sound logo may have been implemented in communication but is rarely experienced by the consumer.

In test results of sound logos at this stage we typically se that the sound logo is not recognised as logo, but often interpreted/understood as IU sounds, TV-show jingles, musical phrases etc. Some of the better sound logos in this category manage to convey clear association to product category or brand attributes in their own. 

If tested in a brand context (i.e. with visual aid) it is possible to measure brand/sound interactions including attitude change and brand image change.

Initiated brand element

During the initial implementation the sound logo will start to function as a brand element. The sound logo is used actively in communication material both internally and externally.

We typically see that the sound logo is recognised to represent a e.g. a product category, mistaken for competing companies, and still understood/interpreted as UI sounds etc. There may be some association to brand from sound alone, but more generally a combination of intrinsic/extrinsic meaning.

If tested in a brand context (i.e. with visual aid) it is possible to measure brand/sound interactions including attitude change and brand image change.

Most sound logos in the ExSl project fall in this category.

Complete brand element

Sound logos that are completely integrated as brand elements. Only few sound logos reach this stage as it takes a large degree of visibility/audibility of the sound logo across brand touch points. Exposure is key.

The sound logo is characterised with clear association to brand, previous media implementations (incl. commercials, product, visual logo, etc.).

If tested in a brand context (i.e. with visual aid) the brand/sound interactions may be be smaller compared to sound logos in the previous stages. The sound is understood and interpreted as a brand element by the consumer with strong and inherent brand associations/meaning.

I claim that only a few sound logos reach a stage as complete brand elements. A notorious (Danish) example is that of Lotto, which has shown to be a complete brand element. Being at this stage is however not a static and simple task. Continuous exposure/use of the sound logo is needed in the right context. Additionally we have seen examples of sound logos that have changed brand association due to commercials with a strong co-branding element. 

Value across stages

In a perfect world all sound logos will end up as complete brand element – but value can be gained in the other stages as well. It is important to know that sound/brand interaction will happen regardless of life stage and that product/brand expectation, brand attitude change, and brand identity modification can be obtained regardless of which stage the sound logo may be categorized as.

Implementation and strategy is a choice of ambition as well. How much are you willing to spend in developing a brand element?