The Art Behind the World’s 27 Most Recognizable Sounds by Robby Bernam

Article Image
Stereo audio waveform (ENDOLITH)
It’s called “branding.” It’s what happens when a company establishes an indelible visual identity for itself, most often through a symbol, or “logo — even a six year old sees the evocative arrow in the second “e” in “the Fedex logo.

FedEx Logo

In the print era, a visual brand was all a company needed, but with the advent of radio, another element was added: sound. We may not notice how surrounded we are by now with “sonic branding,” but it is everywhere. A successful sonic brand immediately communicates what to expect, whether it’s a ringtone signaling an incoming call, the “whoosh” sound absolutely filling a movie theater with tooth-rattling THX sound, or a little “floop” at the end of a Skype call that makes it instantly obvious the call’s over. It’s also every bit the company and product identifier that a visual logo is — according to the video below, 90% of human beings know and recognize the Intel sound.

Andrew Stafford of Big Sync Music and Steve Milton of Listen are two experts on sonic branding, and WIRED recently put them through their paces by asking them to share their impressions of the ideas behind — and the techniques used in — many of the most familiar sounds of the last few decades. You’ll know what most of them are, but not why.

Some of the sounds the two discuss come from their own companies, each of which has an impressive roster of clients. (And if you’re somehow still not sure what sonic branding sounds like, put on some headphones before going to Big Sync Music’s home page.)

via: bigthink.com

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: