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.
While the creation of the sonic logo itself is a matter of musicians and sound designers working in the studio, there are actually other steps to consider before a single note or sound is recorded. Research into the character and history of the brand is very necessary and precludes any studio work. The creators must determine who the brand is exactly so that the final sonic logo will accurately depict the brand's identity. There are several basic steps in the process of creating a sonic logo that follow.
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. Secondly, research the sonic history of the company to how sound or music has been used in the past to reflect the identity of the brand. Past use of sound could prove as a springboard for inspiration or a direction not to take if the company is unhappy with past sonic elements.
3. Third, determine what audio ambience or sound effects might work to convey the values of the brand. An technology company, for example, may have computer or data sounds incorporated into some sort of futuristic melody.
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.
While the creation of the sonic logo itself is a matter of musicians and sound designers working in the studio, there are actually other steps to consider before a single note or sound is recorded. Research into the character and history of the brand is very necessary and precludes any studio work. The creators must determine who the brand is exactly so that the final sonic logo will accurately depict the brand's identity. There are several basic steps in the process of creating a sonic logo that follow.
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. Secondly, research the sonic history of the company to how sound or music has been used in the past to reflect the identity of the brand. Past use of sound could prove as a springboard for inspiration or a direction not to take if the company is unhappy with past sonic elements.
3. Third, determine what audio ambience or sound effects might work to convey the values of the brand. An technology company, for example, may have computer or data sounds incorporated into some sort of futuristic melody.
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:
In addition to writing articles, SFXsource offers Free loops and sound effects and Bass music loops to license for media projects
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