18 mars 2020 By Marvin No comments yet 134, audio logo

What is an audio logo and what is its use ?

How to recognize a brand in 5 seconds, just by listening ? Thanks to the audio logo !

It is about a few characteristic notes that can be heard at the end of the advertisements of many brands such as Decathlon, Coca-Cola or even SFR. This short melody is a key element of the audio identity.

📼 A video to understand the audio logo

Also find our infographic on the audio logo.

In this article you will discover the challenges and advantages of the brand’s audio signature.

I – Definition of audio logo
II – What is the use of an audio logo?
III – Towards an increasing importance of audio logo
IV – How to get an audio logo ?

🎵 Definition of audio logo

The audio logo (or jingle) is the audio equivalent of the visual logo. It is a short musical extract (between 5 and 10 seconds) that allows the brand to be identified on its communication mediums including an audio dimension. (videos, radio spots, events, podcasts).

Here are some audio logos that you have probably already heard :

SNCF

SFR

Netflix

Mc Donald’s

An audio signature that can be adapted to the context

Two aspects allow the audio logo to be unique and attributable to a brand:

The melodic line : the distinctive sequence of notes that characterizes the jingle. No matter how many variations there are, it remains the same, in order to keep the identification of the brand.
The sounds : these are the instruments and voices that interpret the melodic line. They are usually chosen according to the image of the brand, but they can also be modified according to the occasion

Thus, it is possible to modify the audio logo by changing its tones while keeping its melodic line.

This allows the brand to adapt its signature to certain events (e.g. Christmas, World Cup, summer vacations) or to certain cultural preferences (e.g. Mastercard has adapted its jingle to different countries).

For example, Coca-Cola has adapted the sounds of its audio logo on many occasions.

🎯 What is the use of an audio logo ?

First of all, it serves to identify the brand through a simple listening.

It is an audio signature that can be found on all the mediums where the brand is heard. These few notes allow it to confirm its presence and differentiate itself.

Secondly, it has the advantage of reinforcing the brand’s image.

Indeed, the jingle completes the branding of a marketing strategy, by adding a sound dimension. It gives a seemingly more qualitative value to the brand.

It also creates an emotional connection with the audience.

Through its repetition, listeners unconsciously associate the musical signature with the brand, which establishes a certain complicity. Therefore, some audio logos do not leave anyone indifferent and are associated with certain feelings or memories. For example, the audio logos of the 20th Century, Disney, or Playstation 1 will undoubtedly evoke certain memories.

Finally, it helps to improve brand memorization.

Indeed, the jingle is designed to be easy to remember. It works in the same way as music that you hear several times on the radio and that you end up humming because it stays in your head. One example is the Carglass jingle!

Use of audio logo via audio touchpoint

It acts as a real audio signature for the brand’s communication. We can therefore find it on all mediums where it broadcasts the sound.

In the videos: Whether in a company film, a content intended for social networks or an advertisement, it perfectly accompanies the visual animation of the logo (logo packshot). It reinforces the memorization of the brand in its spot. (eg. Decathlon ad)

In radio spots : In this audio-only advertising medium, the jingle is used at the end of the spot to identify the brand. Not including an audio logo in a radio is similar to not including a logo (visual) on a flyer! (eg. Intersport radio spot)

During on-hold calls : To introduce the pre-hook message, while immersing the listener in the sound universe of the company. (eg: SNCF).

During events: The sound logo can introduce a speech, punctuate an announcement, or a transition. It reinforces the image of the brand and supports its professionalism.

For podcasts: A brand that uses the podcast as « brand content » can use a jingle to strengthen the identification of its series. It is used at the beginning or end of the episode and serves as a theme song.

In a voicebot , or a voice application: On this main audio support, the audio logo allows to introduce and identify the brand. It is an essential element of branding voice assistants. (eg : Coach Sportif).

📈 Towards an increasing importance of audio logo

Intel : the first big success of the audio logo

Although the use of the jingle has been around for a long time with, for example, ice cream trucks and their chimes, the audio logo took its first steps in the audiovisual field with Intel, in 1994.

The manufacturer’s communication campaign was a great success, and the presence of the audio logo contributed greatly to it.

Intel’s audio logo.

As a result, the concept of audio marketing began to spread in the strategy of major brands, which started to incorporate an audio logo in their videos and radio spots.

Several sound composition agencies were then created between the end of the 90s and the beginning of the 2000s.

In France, the success of the SNCF audio logo (in 2005) has contributed to the development of this communication element, which is now adopted by 20% of companies.

A trend linked to the evolution of communication mediums

Up to now, the jingle was mainly used by companies that communicated on TV and Radio, i.e. large companies that were able to ensure such a broadcast.

In recent years, the rise of the web has led to a generalization of video communication. Thus, the audio logo no longer involves only the CAC 40 companies, but also all those who now communicate through video on the web.

New communication trends have recently contributed to the enhancement of the sonic dimension of the brand. Indeed, we are currently witnessing the emergence of native brand podcasts, the development of digital audio advertising (i.e., more accessible audio commercials) or even the emergence of the voicebot on Google Home and Amazon Alexa.

🎹 How to get an audio logo?

Consult an audio branding agency : the advantage of this type of organization is the advice and support. But generally, the price can be high. These agencies are mainly intended for companies with a budget devoted to the 360° development of their sonic identity.

Finding a specialized composer : this is an efficient solution and generally a less expensive one. However, finding the right « freelance » is rather complicated, especially when you don’t know the field of composition. Also, you must not forget that a composer is not necessarily a marketer. He will have to be guided in order to achieve a creation that corresponds to your marketing objectives and your image. Finally, the writing of license agreements (or transfer) and the respect of administrative formalities can prove to be perilous if you are not assisted.

Getasound : we connect clients with independent (certified) composers in order to produce sound creations. The platform simplifies the connection with composers and the legal management related to each musical project. Also, our team advises brands on how to create a relevant brief (via our online tool).