Examples from comevis:
sound logo / audio logo / jingle
Definition: Soundlogo | Audiologo
The corporate sound logo, also called audio logo, is the auditory equivalent of the visual logo (picture mark) of a brand and brings the brand core to the musically recorded and/or sung point in a few seconds. It is short, emotional, unmistakable, creates a mood with a few tones and thus represents a concise, acoustic recognition feature of the brand. The corporate sound logo can be noise-like to melodic and is often linked to the visual logo in multimedia presentations.
Sound logos also work when listening passively and, thanks to their compactness and flexibility, they work without restriction at all relevant touch points. Due to their adaptation to the brand, they retain their effect even after many applications. As a component of acoustic brand communication, they promote brand loyalty, can be perceived as a seal of quality and communicate the affiliation to an umbrella brand.
Corporate sound logos can, under certain conditions, be registered as sound marks at the DPMA or the European Patent Office, which gives them increased protection against imitation.
W&V interview with Stephan Vincent Nölke about the sound logo as a powerful, differentiating sound component of holistic acoustic brand management
"The future sounds great" (version 9.1/2019 Online)
"Voice marketing offers new opportunities for small and medium-sized enterprises" (version 4/2020 Online)
Definition: Corporate Jingle
The corporate jingle is a complementary version of the sound logo. It usually contains the sung or spoken claim of the brand, the effect of which is enhanced and underlined by catchy melody, rhythm and sound. In this way, the brand character and brand values are represented in a sound-striking way and the emotional advertising promise is communicated in an expressive way.
Even over a long period of use, no decrease in effect can be observed. Occasionally, if the product is well known, the textual parts are omitted after a while, so that the border to the sound logo becomes blurred. As the categorisation of these acoustic short motifs is becoming increasingly difficult, jingle and sound logo should be understood as ideal types in a continuum.
One example: The claim "When it's about money - Sparkasse" has been in existence since 1963. Despite its long period of application, it is still topical and effective and has recently been adapted in various styles up to purely consonantal singing.