Sound Branding - How to Make a Sonic Logo
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by: SFXsource
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A sonic logo is essentially a short jingle or audio identity used for brand development that is generally between 3 and 7 seconds long. In essence, it is the use of sound to convey the personality and values of a brand. Companies, associations, and brands use sonic logos to build awareness of their services and apply them across a wide array of sonic touchpoints including television, radio, the web, and mobile technology.
Before a note is played or any audio is recorded in the actual creation of the sonic logo by musicians and sound designers, there are other factors to consider. It is necessary to first research the history and character of the brand with which you are working. So that the finished sonic logo captures the brand's identity, designers must determine the personality of the brand. The process of creating sonic logo includes the following steps.
1. In order to begin the process of creating the sonic logo, one must first determine the core values of the brand. For example, is the brand environmentally aware, conservative, or part of a particular cultural movement?
2. Next, figure out the history of sound use by the company which may afford some sense of the brand's identity. Use of audio in the past could be useful knowledge in what direction to now take.
3. Next, figure out what sound effects or ambience will be able to communicate the brand's ideals. For an environmental organization, for example, one might want to use sounds of water or birds to create a sort of nature montage.
4. Then, determine if this sonic logo will use a vocal line. Is the logo just going to have a musical melody or something such as "Um um good?"
5. Lastly, be sure that all of the sonic logos you create are memorable and original since its main function is to identify one specific brand.
These five steps provide a basic outline of the important elements of the process of creating sonic logos. No matter what you do, make sure that the finished product is different in some way from anything that's come before and that your client is proud of their new sonic identity. If you've achieved those two things you've done your job.
About the Author
SFXsource writes articles on a variety of interesting subjects, hosts a sound effects catalog at Sound Effects and hosts huge numbers of royalty free production music which can be heard at Music-Royalty Free
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