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. The first part of the process is to understand the core values of the brand with which you are working. For instance, is the brand part of a particular heritage, promoting conservative values, or technologically oriented?
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. Fourth, decide if voice is going to play a part in the sonic logo. Will there be a phrase such as "What's in your wallet?" or will the logo simply contain a melody amidst sonic texture?
5. Finally, make sure that your final product is original and easily remembered because its sole purpose is to represent one unique 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.
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