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 step in the creation of a sonic logo is to determine the core values of the brand that needs the logo. Is the brand conservative, environmentally concerned, or representative of a particular heritage or culture for example.
2. Second, do a little research into how the brand has used sound or music in the past to express their identity. Previous use of audio can give clues to the new approach that should be taken with a fresh or updated sonic logo.
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. 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. Fifth, ensure that the sonic logo is unique and memorable since it is meant to identify one brand and one brand alone.
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. - 16463
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 step in the creation of a sonic logo is to determine the core values of the brand that needs the logo. Is the brand conservative, environmentally concerned, or representative of a particular heritage or culture for example.
2. Second, do a little research into how the brand has used sound or music in the past to express their identity. Previous use of audio can give clues to the new approach that should be taken with a fresh or updated sonic logo.
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. 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. Fifth, ensure that the sonic logo is unique and memorable since it is meant to identify one brand and one brand alone.
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. - 16463
About the Author:
SFXsource ponders and reports on multimedia production and produces voice samples and free animal sounds for sampling in animation, multimedia, and video
