Sonic logos are short audio jingles that are used by brands to identify themselves and are usually less than 7 seconds. It is essentially the harnessing of audio to represent and communicate the values and personality of a company. Associations and companies use sonic logos to grow public awareness of their brand and they use them in many medias including the web, radio, mobile technology, and television.

Before a note is played or any audio is recorded in the actual creation of the sonic logo by musicians and sound designers, there are other factors to consider. It is necessary to first research the history and character of the brand with which you are working. So that the finished sonic logo captures the brand’s identity, designers must determine the personality of the brand. The process of creating sonic logo includes the following steps.

1. The first step in the creation of a sonic logo is to determine the core values of the brand that needs the logo. Is the brand conservative, environmentally concerned, or representative of a particular heritage or culture for example.

2. Secondly, research the sonic history of the company to how sound or music has been used in the past to reflect the identity of the brand. Past use of sound could prove as a springboard for inspiration or a direction not to take if the company is unhappy with past sonic elements.

3. Moving on, establish the types of sounds will best represent the brand’s values. For a cell phone provider, for instance, a variety of rings or button sounds might work well.

4. Fourth, decide if voice is going to play a part in the sonic logo. Will there be a phrase such as “What’s in your wallet?” or will the logo simply contain a melody amidst sonic texture?

5. Finally, make sure that your final product is original and easily remembered because its sole purpose is to represent one unique brand.

The above steps are a great guide for making sonic logos that are relevant and effective. Always be certain that your client is proud of their new sonic identity and that the product you have made for them is original from anything else heard before. Once you accomplished these elements you have succeeded.

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