Anthem of the stations

Context

In 2005, SNCF decided to rebuild its brand image in order to reaffirm its leadership position. Taking a new momentum implied, among other things, the creation of a unique and tailor-made audio identity. Thus, Sixième Son agency took charge of the artistic direction of the SNCF’s audio branding. The jingle’s melody reflects the company’s values: friendly service, proximity, and benevolence. 

The result is colossal notoriety (98%) and a particular attachment. Both French and foreign travelers. Distinguished on many occasions, this hymn remains in the news with a cover by an ex-member of Pink Floyd.

Analysis

The 4 well-known notes of the SNCF’s audio branding reach out to the sensibilities of travelers. The uniquely textured voice embodies human contact and proximity. Echoing the visual identity, this true anthem of mobility transmits positive and friendly energy. 

This short melody, anchored in memories, immerses us in the world of travel, luggage, train stations, and reunions.

We used our brief generation tool (tool only available in french currently) to imagine the SNCF jingle.

An Impactful Signature

Context

In 2015, Renault chose to review its brand universe: a new slogan, new visual logo, and new audio logo. The objective for this leading automotive brand was to renew itself to resonate as a leader.

Although the brand has been able to distinguish itself, the automotive sector remains very competitive and there is a lot of talk about it. Renault’s audio branding, therefore, had to stand out to reinforce its positioning. 

According to a recent study on the performance of sonic branding, Renault is in first place in the automotive sector. 

Analysis

Renault wants to be a humane, committed, and daring brand. Musically, the audio logo conveys this personality by using a choir. The choir includes both male and female voices for a harmonious and warm sound. 

This melody moves away from the mechanical, cold, and metallic sounds of other brands in the same sector. Therefore, it boldly manages to keep its power, without losing its warmth. 

We used our brief generator tool (tool only available in french currently)to imagine the Renault jingle brief.

A catchy voice

Context

We Are Family (link to music) by Sister Sledge, Love Generation by Bob Sinclar, or Prayer in C by Lilly Wood and the Prick. You’ve probably already heard these hits in the old Carrefour commercials.

Since 2017, the hypermarket chain has reviewed its musical strategy and there is no longer any question of relying on musical hits to design its lyrics. Thanks to Sixième Son, Carrefour can now use unique audio branding for its internal, external, and advertising media.

It allows Carrefour to show its will to embellish the daily life of its consumers.

Analysis

As for the SNCF or Renault, the sonic branding of Carrefour Hypermarkets is carried by human voices. The relaxed melody characterizes the authenticity of the brand and its proximity to its customers. To underline these characteristics, hand-clapping is used to bring freshness and optimism.

Moreover, the music is based on an electro-pop genre whose dynamism supports enthusiasm. The result: a distinctive and impactful sonic branding.

We used our brief generation tool (tool only available in french currently) to imagine the Carrefour jingle.

A Traditional Signature

Context

In 2012, Sixième Son and Young & Rubicam (specialized in brand identity) joined forces to create the sonic branding of the FDJ (Stratégies).

Like many companies evolving in a very competitive field, La Française des Jeux has decided to give itself more visibility through music. 

This sonic branding won the Grand Prix Stratégies du Design in the « Musical Design » category in 2013 (Stratégies). Today, it is used in all FDJ communication media: TV and radio ads, telephony, events, and internal communication.

Analysis

This audio logo is strongly retro and energetic. It is synonymous with joie de vivre and humor. The festive instrumentation carried by a violin and percussions gives it a touch of complicity and creativity. 

This creation combines tradition and modernity that are 100% French by mixing jazz and electro « French Touch ». A unique combination that allows FDJ to reinforce the strong emotional aspect that links it to the public while supporting its singularity and its audacity.

 We used our brief generator tool (tool only available in french currently) to imagine the jingle of FDJ

A cheerful tone

Context

SFR has always been sensitive to the use of music in its communication, even in its on-hold music.

In 2014, the telephone operator rebuilt its brand identity and chose a new slogan: Smart like you. This is the opportunity to remodel its sonic branding in order to support this signature.

The audio logo created by Sicième Son exceeds the expectations of the brand as it becomes one of the most effective, durable, and recognizable jingles on the market.

Analysis

When SFR approached Sixième Son agency, the need was to create a sonic branding that reflects the important notions of the brand: fluidity, agility, and confidence.

We find these characteristics carried by sparkling and pure notes in the audio logo. Their rapid succession reflects the dynamism of the brand.

The short melody has a warm tone, for a joyful and elegant result.

We used our brief generator tool (tool only available in french currently) to imagine the SFR jingle.

In full form

Context

Contrary to the other jingles in this article, the Decathlon jingle was not created by Sixième Son.

Decathlon has been dressing athletes since 1976. After a difficult start, the brand is now known throughout the world. They have set themselves the challenge of making sport accessible to as many people as possible.

Decathlon has been able to make its place little by little by affirming its values: generosity, responsibility, authenticity, and vitality of course. The latter is in line with the slogan: « A fond la forme!

The brand’s audio logo, created in 1978, conveys all these values perfectly. It has not changed in all these years, it has simply been updated as time goes by. Great performance for this melody, a pioneer in the history of sonic branding.

Analysis

Decathlon’s audio logo was chosen to be more of a horn than a signature. In other words, it is placed at the beginning of each speech to alert the audience. Its objective is to send the following message: Attention, Decathlon is going to speak !

The rapid succession of its two melodic phrases transmits joyful energy. Simple but effective, this horn is heard everywhere and by everyone. It is ideal when your goal is to popularize sports.

 We used our brief generator tool (tool only available in french currently) to imagine the jingle of FDJ

Daily assistance

Context

In 2005, RATP relaunched its audio branding. The main goal was to break away from the previous cold-sounding one. Sixième Son’s objective was to create a melody that would highlight the human side of the company, its professionalism in serving customers, and its desire for challenge.

The audio logo has evolved a bit in 2014. Indeed, the one you can hear today in the subway corridors is a variation with new voices. Being more natural, they help to convey the values of openness and respect.

Analysis

RATP’s sonic branding is a combination of a jingle, voices and a noisy environment. In this respect, the jingle is defined with high-pitched tones to adapt to this environment and be easily perceived.

However, the audio logo is not only broadcasted in the metro corridors. It is also used for the different speeches of the RATP, like digital campaigns for example.

Finally, the major harmonies of the melody promote a warm effect and closeness to the travelers.

 We used our brief generator tool (tool only available in french currently)to imagine the SFR jingle.

Make an impact

Context 

In 2020, EDHEC presents its new strategic plan for future generations: Impact Future Generations. This is an opportunity for the school to create a customized sonic branding. A first for French higher education institutions.

While most schools take great care of their visual identity, EDHEC has taken the bold step of betting on sound. The objective is to differentiate itself and to be identified, both on the national territory and abroad.

By the way, Michaël Boumendil, founder of Sixième Son, is himself a graduate of this prestigious school.

Analysis

EDHEC’s sonic branding reflects its values: excellence, innovation, and optimism. To express these values, Sixième Son has opted for minimalist modernity. The sounds used are fashionable in order to represent the students of the school. But the agency ensured that the whole was refined.

The audio logo remains in this vein. The sounds used are simple. But they answer each other in an echo game which gives the jingle its particularity.

We used our brief generator tool (tool only available in french currently) to imagine the SFR jingle.