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Admin User 07/10/2010 4:29 pm

Audio Branding

AUDIO PROFILING

One of the biggest problems of the information society is information overload. With the digitization of all content types and a drop in prices of recording technology the amount of information available has become a large and growing exponentially. Therefore, it became important to companies, governments and individuals to get their information and products audible different from the "noise" and not only visual, so they would be to the fullest extent identified.

Audio logo

Sound logo is one of the tools of sound branding, along with the jingle's, musical brand and brand theme. Sound logo (or audio logo or sonic logo) is a short memorable melody or a different sequence of sounds, usually positioned at the beginning or end of the ad. It can be seen as the auditory equivalent of visual logos. Often a combination of both types of logos is used for better brand recognition. A good example is the T-Mobile logo and ring tone (by Lance Massey) or the Intel logo (by Walter Werzowa).
Sound logo affects the perception consumer in relation to the product. Melody is the most memorable sequence of sounds, because once it start ringing, the human brain automatically expects the completion. The most important characteristics of sound logos are uniqueness, memorability, and flexibility.

Some widely known examples:

Audio branding

Sound branding (also known as audio branding, sonic branding, acoustic branding or sonic mnemotenic) is the use of sound in order to strengthen brand identity. Sound branding is increasingly becoming a vehicle for transport memorable messages to a targeted group of consumers, exploitation of the powerful impact of sound on emotion and memory.

Sound design

The conceptual / technical field.
"Technical sound design" covers all sound non-compositional elements of theater, musical performances, fashion shows, presentations or other live events. In such sense refers to setting audible system adding new elements of equipment,influencing the frequency image, dynamics, sound delay, volume, positioning and choice of speakers and microphones.
On the other hand a conceptual sound design includes a selection of music and sounds based on intimate understanding of the project. The conceptual sound designer and director decide together which topics and messages should be explored. On this basis, conceptual sound designer, in collaboration with the director and possibly the composer, create a selection of sounds to be used.

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