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.