NZZ Sound Identity by Toniq: When Perspective Becomes Audible
The NZZ and the Swiss sound agency Toniq have jointly developed a new sound identity. The flexible brand sound system translates the brand’s journalistic essence into sound—and is designed to be used across all formats in the NZZ portfolio.
For generations, the NZZ has stood for independent, high-quality analysis of public discourse—in print, online, and across a growing number of audio formats. Now the brand is taking on an auditory dimension: In collaboration with the Swiss sound agency Toniq, the NZZ has developed a sound identity that brings the brand experience to life in a flexible and clearly orchestrated way.
Consistency and Change in Sound
At the heart of the new NZZ Sound Identity is a principle that defines the brand itself: the interplay of consistency and change. A fixed tonal sequence forms the stable core of the system. Depending on the context of use, timbre, space, proximity, energy, and emotional temperature vary. At times, the sound comes across as focused and analytical; at other times, cinematic and expansive; at times, intimate and editorial; and at times, representative of events and brand presentations. The system does not push itself into the foreground, but rather guides—and gives the content the space it needs.
The brand sound system was designed for the entire NZZ portfolio: as a subtle cinematic backdrop in the current branding campaign, as a distinctive framework for podcast formats, in spatial form for live events, and as a short, recognizable signature for social media and editorial applications.
Orientation Instead of Attention
Ina Bauspiess, Head of Partnerships, Live Events, and Branding at NZZ, describes the project’s objectives: «For us, it was important that the new NZZ sound not only attract attention but also provide guidance. It must respect the quality, essence, and values of the brand while also being flexible enough to accommodate different perspectives, formats, and usage scenarios.» Toniq succeeded in developing a system from an open-ended concept based on the brand positioning that can be applied across the entire NZZ portfolio.
According to the press release, the Sound System also serves as the strategic foundation for the NZZ’s brand voice. It describes how the brand’s voice should sound, thereby creating a foundation for future applications.
MeloMetriq: Addressing Subjectivity Methodologically
MeloMetriq, a survey format for sound branding developed by Toniq, played an important role in the development process. Especially in a discourse-oriented environment, the evaluation of sound can quickly become subjective. According to the press release, the format helped distinguish personal preferences from brand relevance and strike a balance between the quality-conscious core audience and new audiovisual usage scenarios.
Ph!l!pp Schweidler, Director of Strategy at Toniq, explains the approach: «The NZZ is an established, well-known brand with significant journalistic value. The expectations for cultural resonance among existing and future target audiences were correspondingly high. We therefore developed a system that builds brand recognition while showing the utmost respect for the content. And it’s flexible enough to make the essence of the message audible in every application—which is very much in line with the brand.»
Person in charge at Toniq: Ph!l!pp Schweidler (Director of Strategy), Alexandra Salomão (Consultant), Florian Goetze (Creative Director), Dominique Dreier (Creation)
Responsible at NZZ: Ina Bauspiess (Head of Partnerships, Live Events & Branding), Nina Hildebrand, Olivia Blum (NZZ Brand & Creative Team), Sarah Ziegler (Podcast Manager), Guy Papstein (Senior Product Designer)
