Tag Archives: Acoustic Identity

Audi Sound Branding – Eminem vs. Audi: lawsuit in Germany!

Eight Mile Style, the company that is responsible for licensing Eminem’s songs, has filed a lawsuit against Audi in the Hamburg regional court in Germany, claiming that the Audi A6 commercial uses a version of Eminem’s “Lose Yourself” without permission. (Source: Spiegel News magazine)


The Eminem song was used in this year’s Chrysler’s Super Bowl spot. Moreover, the Audi spot … Continue reading

Term 7: Sound Identity

Sound Identity (Sound ID) is the consistent development of a unique acoustic identity for a brand. Along the lines of the visual identity the acoustic elements are derived from the brand values and the brand positioning. The objective is to create a consistent identity with a strong recognition value. Key areas of design are: sound branding elements, soundscapes, soundmarks and brand voice.

Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.