Soundlogo I Audiologo | Corporate Jingle
Distinctive sound logos (also: audio logos) and jingles differentiate brands and increase their recognition value. They represent relevant brand values in a nutshell - concisely and flexibly.
Definition: Soundlogo & Audiologo
The corporate sound logo, also called audiologo, is the auditory equivalent of the visual logo (figurative mark) of a brand and brings the brand essence to the musically recorded and/or sung point in a few seconds. This makes it an important component of the acoustic experience.
It is short, emotional, unmistakable, creates a mood with just a few sounds and thus represents a concise, acoustic recognition feature of the brand. The corporate sound logo can range from noisy to melodic and is often linked to the visual logo in multimedia presentations.
Sound logos also work for passive listening and, thanks to their compactness and flexibility, have an unrestricted effect at all relevant touchpoints. 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 enhanced protection against imitation.
Definition: Corporate Jingle
The corporate jingle is an extended version of the sound logo. It usually contains the sung or spoken claim of the brand, the effect of which is reinforced and underlined by catchy melody, rhythm and sound. In this way, the brand character and the brand values are represented in a memorable way and the emotional advertising promise is communicated in an expressive way.
Even over a long period of use, there is no decline in the effect. Occasionally, with a high degree of recognition, the textual parts are omitted after a while, so that the border to the sound logo becomes blurred. Since the categorisation of these acoustic short motifs is becoming increasingly difficult, jingle and sound logo should be understood as ideal types in a continuum.
An example: The claim "Wenn's um Geld geht - Sparkasse" (When it comes to money - savings bank) has existed since 1963. Despite its long period of use, it is still current and effective and has recently been adapted in different styles up to purely consonant singing.