Sound Logo is the acoustic match of the visual logo and therefore one of the most commonly used elements of sound branding. It should be a distinctive sound (differentiation) which reflects the brand character (brand fit). Moreover it should be easy to remember (memorability) and flexible enough for usage at the relevant brand touchpoints (flexibility). In most cases it is a short (1 – 2 sec.) melody (Nokia), sometimes just a sound sequence (e.g. BMW). Some refer to it as the soundmark of a brand. The Sound Logo should be used… in combination with other sound branding elements to create an Acoustic/ Sound Identity. It should be registered and it is a legally protectable form of intellectual brand property. Well known examples are: Intel, T-Mobile, Nokia and Window’s start up sound.
Overall the objective is to optimize your media efficiency (“more bang for the buck”), to increase recognition and recall, to establish a brand asset and to increase the strength of your brand.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.
Sound Branding Blog 
This is how the term soundlogo is usually defined. You might want to expand on the term “1-2 sec. meldoy”. Quite a few logos are made up of sound design that is not really all that meldodic (BMW for instance). Sometimes they feature musical elements that are not easily “hummable”, but in total they make up a unique sound. Question is, whether you consider a spoken brand name (with no melody or sound design) a soundlogo, if it is used consistently.
Best A.W.
Hi Alex,
thanks for your feedback. The majority of Sound Logos are based on a melody, however; I agree with you that some Sound Logos are just a “sound sequence”. I add this to the definition.
Thanks again
Karlheinz
Hi Karlheinz,
I agree on most of the definition, as it also close to the one stated by Bronner and Hirt (“Audio-Branding” 2007).
Some may call differentiation “uniqueness” or prefer the term “concise” for shortness, but the message is the same.
I think, the main objecitve for any brand symbol though is: recognition. First and foremost a Sound Logo is a acoustic symbol for the brand, potentially substituting it’s name. As such a symbol it has to be learned by the target groups (and stakeholders) and can then become a brand asset.
All the best!
C. Stiegler
Hi Cornelius,
I agree with you in some parts that’s why I mentioned media efficiency (“more bang for the buck”). That’s what is missing in other definitions. If a Sound Logo doesn’t work for the brand it is wasted. Regarding market research that means at least to measure recognition and recall. Recognition itself doesn’t help the brand. Only if recall rates are high you create a brand asset.
Karlheinz