Tag Archives: sound logo creation

Three ideas for reinventing your sound logo


Your sound logo is a valuable asset that you can use in your branding campaigns for years and years. But as your brand evolves, so can your sound logo – and it doesn’t mean that you’ll have to create an entirely new one. If the core part of your sound logo works, refresh it instead.


Here are some ways you can do just that:


1. Turn it into music

Your sound logo may be just a short sequence of notes, which work great when tied in with your visual logo. But one way of reinventing it is to create a full music track from it, using your sound signature as a base.


Bring in a composer and ask him or her to compose, say, a 1 minute track using the core notes of your sound logo as the melody, adding subtle variations to the melody as the track progresses. Or perhaps play your core notes with a different rhythm. Then, for consistency, return to your original sequence in the end.


Also ask the composer to provide condensed versions of the track – say, 30, 20, 10 and 5 second versions – for maximum flexibility.


And all of a sudden, you have an entirely new way of using your sound logo, namely as background music for your advertising or other branding projects going forward. It’ll reinforce your sound logo, but in a discreet way.


2. Remix it

Your logo probably has a distinct sound to it, perfected during the creation of the inital sound logo. But if you want to liven it up, remixing it in a different style can be a brilliant way of keeping it relevant and up-to-date.


Is a certain music genre trending with your targeted audience? Get a version of your sound logo in that genre. Are your visuals changing dramatically from your initial branding material, or are you launching a campaign with a new mood or style? Adapt your current logo to go with that so the sonic side is in sync with the rest of your materials.


You can even do these remixes once a year or at different intervals to keep it sounding current and new while still retaining that motif you’ve spent time establishing.


3. Remove layers

When you’re launching your sound logo, it can often be a good idea to include a spoken snippet that includes your brand name or tagline. This makes the listener connect and associate it with your brand.


But as your audience becomes familiar with your sound logo, however, having this spoken bit may be ‘stating the obvious’ – they’re well aware of who you are just from the melodic content.


In that case it’s time to trim the voice-over from your sound logo, leaving just the core notes, melody or your signature sounds to carry your sonic brand.


It’ll sound fresh and will still represent your brand, only in a new, more elegant and subtle way.




Just as the world around you changes, so should your sound logo evolve. And as you can see, there are several ways to reinvent your sound logo without having to resort to doing a new one from scratch.


The good thing about this approach is that you retain the connection you’ve established with your audience, while showing that you’re growing and changing alongside them.

Posted by Asbjoern on October 2, 2012 - Contact

Category Sound logo Tags , , , , , ,

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The 4 Steps To Getting A Brilliant Sound Logo


A great sound logo is an essential part of your brand sound – but not many people are aware of what goes into creating one. Here are the 4 steps to a fantastic-sounding logo


A custom sound logo is a brilliant branding asset that you get to own and use throughout your marketing platforms, and you can use it to shape how your brand is perceived and reach your audience on both existing and new platforms.


But how exactly is a sound logo created? Here are the four steps involved:


1. The Concept Phase
Based on your input about your brand, visual references, values, keywords, usage context and target audience, your chosen composer sets out to do a series of initial concepts. For ideas on how to inspire your sound logo composer, check out this guide I have written.


Once you’ve received the initial concepts from your composer, it’s time to start reviewing them to pick the one that works best with your brand.


Ways to do this can include trying them with your visual materials such as logo animations and videos, internal reviewing, feedback from your marketing department or agency, and group testing to gauge what sort of response you get on it from your target audience. Does it communicate what you’re looking for?


If you don’t find exactly what you’re after in the initial batch, see if any of the concepts are in the direction of what you need, and ask your composer to build from that. And if nothing works in the first batch, ask the composer for another round of concepts.


When it comes to deciding on your sound logo, here’s something to consider:


Group testing and external feedback on the concepts can be great to have – but in my personal opinion, the single-most important thing to look for in a sound logo is this:


Do YOU think it works for your brand, and would you be happy to use the chosen logo throughout your marketing materials.


Why is this so important? Research from SenseLab shows that the deciding factor in what makes a sound logo successful is how YOU use it. You have to consistently use it throughout your marketing to establish it as your sound and link it to your brand. And the more you use it, the more you cement it as your brand’s core logo sound.


That’s why it’s vital that you’re completely comfortable using it consistently on all applicable platforms going forward and establishing it as your sound.


2. The Polishing Phase
Once you’ve picked your preferred sound logo from the delivered concepts, it’s time to start polishing it.


Are the sounds, feel and rhythm exactly as you’d like them to be? If not, ask the composer to tweak the sound logo so it fits with your vision.


Consider doing more reviews on the various tweaked versions, and revise until you’re happy with the results. You now have your Core Sound Logo.


3. The Integration Phase
With your Core Sound Logo in place, it’s time to start thinking about the ways you are going to use it. If you have a visual logo – an animated one – for instance, you’ll want your sound logo to fit with this. Ask the composer to adapt the logo so it gels in with your visuals.

This can include adjusting the length or adding additional components such as lead-in or lead-out music, or having sound effects that are timed to the logo reveal.


If you’re in the process of reworking you branding materials, you can also consider having a new logo animation done, based on the sound logo. This gives your visual designers something to work from, and ensures that the visuals are completely in sync with your sound logo.


Be sure to put your visual designer and sound logo designer in touch, so they can collaborate on creating a complete logo package that works its very best.



Maybe you’ll be using variations of your sound logo, depending on the context where it’s being used. For instance, you might append it to your television commercials, use it in products or applications, or run it in campaigns with a specific theme. Ask your composer to do variations on the Core Sound Logo that fit with these purposes while still retaining the key elements that make it recognizable as your sound.



4. The Buyout
By this point, the development phase is essentially completed, and you’ve now reached a vital step: You want to make sure that you own the sound logo – and any variations of it – so it becomes your unique brand asset. Ask the composer for a full buyout so you’re free to use it in whatever context you want going forward.


Some composers may be members of a collecting society, an organisation that collects royalties on behalf of the composer based on the usage of their work. In this context, this may limit how you can use the sound logo – or at the very least, it can mean additional fees for you down the road.


This is why, for these types of projects, I normally recommend that you only work with a composer who’s free to sell you the full and exclusive usage rights. Some collecting societies may allow this – but others may not, so be sure to check this with your composer early on in the process to avoid wasting time and money.


Incidentally, since a buyout is vital to you owning your brand sound, this is why I’ve chosen not to be a member of any collecting societies or right’s organisations.


The buyout price will vary depending on factors such as the sound logo’s potential use and proliferation, the size of your company and brand value.


It’ll be a one-time payment and it’ll be well worth it for the freedom it offers.


After all, your brand sound will become yours to use exclusively; and one you can use on a myriad of platforms and contexts, for as long as you want. And importantly, there won’t be any additional fees to pay for it down the road.



I hope this has given you an idea of what goes into creating a successful sound logo.

Are you ready to get a unique sound for your brand to make you stand out? Drop me a note here – or use the contact form on the right-hand side – and let’s get started!

Posted by Asbjoern on September 6, 2012 - Contact

Category Sound logo Tags , , , , , ,

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