From today, Design & Data productions feature their own film intro. Focused on the font-image brand, the agency’s identity can be grasped within six seconds. The intro is rounded off by the individual sound branding. With this, the short animation creates a first class recognition value and professionally complements the agency’s branding.
Since in our world the visual is much more in the centre, we almost forgot to turn our attention to what we hear. If we did with our ears what we ask of our eyes, we could develop a similarly sophisticated perception of space and world. This is because the brain’s ability to determine a number of single sources from many overlapping sounds, their direction or their meaning, is impressive.
Not only biologists research this, but also marketing experts. For knowledge about sounds can be used to specifically communicate with tones. Professionals then manage that within three seconds unique identities are created, an entire world, an image world in your head. To not only entertain customers and audience, but to additionally evoke positive emotions and thoughts which will be assigned to a single brand and ideally lead to the choice of a brand or company, a lot of know how is necessary: From the psychological effect of sounds to the technical creation of intended sounds. At the same time, sound branding, if you will, isn’t new.
Sound Branding existed in the Middle Ages
Church bells were first to create artificial sounds which could clearly be attributed to regions, landscapes or cities. But it wasn’t that alone: the bells are tolled differently for holy communion or a funeral. For many centuries, the church bells ringing were the only creators of corporate sound.
With the invention of the radio, everything changed. Since the 1950s, advertising jingles have been used in Europe. Meanwhile, sounds come from all kinds of media, and marketing cannot be imagined without sounds. TV, radio, shopping centres, supermarkets, homepages, mobile phones, computers and software – everything chimes and rings, often in a noisy and obtrusive cacophony. In sound ecology, this is called acoustic environmental pollution. Sound branding is more delicate.
The brand’s sound is not meant to be lost in the noise. It is meant to be like a star in the night sky: trenchant, radiant and remarkable. With the right sounds you’re meant to realise, recognise, remember – and be seduced by them. Whether audio logo, jingle, brand voice or brand song, in compositions length, parts of vocals, positioning of sounds in fore- and background vary, just like the basic acoustic structure like key, speed and tempo. This is how Design & Data’s intro was created.
The Sound of Science
Design & Data’s new sound logo consists of three elements, just like the graphic logo. The first part consists of the single sounds, which are based on the keynote D sharp. The interval C sharp – D sharp sounds fresh and cheerful to our ears. This alert impression is also created because the fourth and last note is higher than the previous ones. The science fiction-like whoosh sound of the second parts leads the listener into the wide spaces of science and technology, which is often part of Design & Data’s work. This sound, which accompanies the subline breezing in, the third plane of the sound logo, is full of suspense, modern and also arouses associations of technology, but at the same time sounds precise and strong.
Altogether the brand sound consists of its own succession of notes, which causes the recognition value and creates a sound character with a strong connection to the scientific professional world of Design & Data’s customers. The logo with its three sound planes is also flexible enough to – slightly modified – function as a logo between film sequences.