Sonic logos, brand mnemonics, whatever you like to call them, are such an interesting space I’ve spent a lot of time working in over the years. The challenge? Capturing an entire brand in just three seconds of sound. Not easy, right? I’ve had brand identity decks land on my desk that run over 100 pages long, but at the end of the day, my job usually boils down to creating something short, memorable, and emotionally resonant, something that connects people to the brand while hitting the right tone, concept, and supporting the visual identity…and if you bring in the wider world of sound design, you can go way beyond a simple three-note piano melody!
These tiny sonic gems often end up shaping the broader sound world of a brand, influencing everything from the music in ads to full-blown albums.