Open your eyes, there's something for your ears
Corporate Sound: Sounds give brands and companies their identity. Digital sounds open up new possibilities.
Corporate sounds lend identity to brands and companies. Digital sounds open up new possibilities. "Dududududidu", "Däärätärätäräräräää" is the lilting melody we hear when a brand presents its signature tune. Usually on the radio or together with the visual logo at the end of a TV commercial. Now and again we hear the melody in a video or in the telephone waiting loop. However, if the company presents its product at an event or at a trade fair stand, sets up a multimedia station or its website, the brand is usually muted again because there are still few meaningful acoustic design solutions outside the audiovisual media. In the areas of multimedia, trade fair presentations and product design in particular, we have remained stuck in the 1970s in terms of both sound aesthetics and technology, but today there is a lot going on in the field of digitized audiovisual communication, especially in acoustic communication. Modern technologies and innovative content approaches are opening up new possibilities in sound design; indeed, we can speak of an actual revolution in terms of marketing, branding, communication and costs.
There are no more new soundsMusic no longer offers any new solutions in the field of innovation. Until around 1950, all possible tone sequences and melodies were played, including the dissonant "inharmonic" tone sequences of modern music. Musically, we are in a constant state of repetition. New listening experiences and never-before-heard melodies are no longer possible. Especially not in the area of pleasing melodies, which are always a little reminiscent of already
remember what you have heard and have the effect of "déjà-écouté".
New auditory impressions are possible above all in the non-musical area; in the dimension of sounds, noises, sound design and soundscapes - consisting of thematic noise atmospheres and surprising special effects. The new sound effects
elements can be used outside the
audiovisual media. The acoustic presence of these areas will become increasingly important in the future: Internet, telecommunications, trade fairs, point of sales and product design.
On the internet, subtle ambient sounds can evoke a third dimension of the screen. At trade fairs, where there is usually a high level of noise, soundscapes create a magnetic effect and still blend harmoniously into the soundscape.
In product design, deliberately designed sounds via small loudspeakers provide orientation as well as aesthetics and branding. In addition to feedback sounds, new applications can be developed: speaking instructions and help, for example. Of course, customers must always be able to switch these on or off themselves.
Acoustic identity today is undergoing a similar development to that of corporate design in the 1950s and 1960s, which at that time moved away from imagery with photos/products towards abstract symbols/logos. The area of corporate sound will develop in a similar way from melody to sound symbol with specially designed sounds and soundscapes.
The voice of a companyThe acoustic forms of expression of a brand or a company are now so diverse in their areas of application (advertising, multimedia, product design, architecture, Internet and so on) that the entire acoustic appearance requires systematization and structuring analogous to corporate design. For this purpose, a modular corporate sound system is used, which consists of different, combinable components and dynamically adapts to the various requirements.
A corporate sound gives a company and its product brands a voice that can be used in all areas. This means everything from the telephone waiting loop to the feedback sound of a networked ticket machine.
Branding is already one of the most important strategic instruments of corporate communication. With networked electronic media and products, branding will become even more important in the future. To get a brand into the minds of customers, the acoustic dimension with its various application possibilities is becoming increasingly important.
Each of the thousands of acoustic manifestations of a brand every day should convey an emotional experience. Every sound, no matter how small, can support the brand and make it resonate in the minds of customers in the truest sense of the word.
Managing Director / Sound Director at Corporate Sound AG in Basel.
Catchy tunes and more: corporate sound is no longer just about memorable melodies. Non-musical elements are setting the trend.
Peter Philippe Weiss
There are no more new soundsMusic no longer offers any new solutions in the field of innovation. Until around 1950, all possible tone sequences and melodies were played, including the dissonant "inharmonic" tone sequences of modern music. Musically, we are in a constant state of repetition. New listening experiences and never-before-heard melodies are no longer possible. Especially not in the area of pleasing melodies, which are always a little reminiscent of already
remember what you have heard and have the effect of "déjà-écouté".
New auditory impressions are possible above all in the non-musical area; in the dimension of sounds, noises, sound design and soundscapes - consisting of thematic noise atmospheres and surprising special effects. The new sound effects
elements can be used outside the
audiovisual media. The acoustic presence of these areas will become increasingly important in the future: Internet, telecommunications, trade fairs, point of sales and product design.
On the internet, subtle ambient sounds can evoke a third dimension of the screen. At trade fairs, where there is usually a high level of noise, soundscapes create a magnetic effect and still blend harmoniously into the soundscape.
In product design, deliberately designed sounds via small loudspeakers provide orientation as well as aesthetics and branding. In addition to feedback sounds, new applications can be developed: speaking instructions and help, for example. Of course, customers must always be able to switch these on or off themselves.
Acoustic identity today is undergoing a similar development to that of corporate design in the 1950s and 1960s, which at that time moved away from imagery with photos/products towards abstract symbols/logos. The area of corporate sound will develop in a similar way from melody to sound symbol with specially designed sounds and soundscapes.
The voice of a companyThe acoustic forms of expression of a brand or a company are now so diverse in their areas of application (advertising, multimedia, product design, architecture, Internet and so on) that the entire acoustic appearance requires systematization and structuring analogous to corporate design. For this purpose, a modular corporate sound system is used, which consists of different, combinable components and dynamically adapts to the various requirements.
A corporate sound gives a company and its product brands a voice that can be used in all areas. This means everything from the telephone waiting loop to the feedback sound of a networked ticket machine.
Branding is already one of the most important strategic instruments of corporate communication. With networked electronic media and products, branding will become even more important in the future. To get a brand into the minds of customers, the acoustic dimension with its various application possibilities is becoming increasingly important.
Each of the thousands of acoustic manifestations of a brand every day should convey an emotional experience. Every sound, no matter how small, can support the brand and make it resonate in the minds of customers in the truest sense of the word.
Managing Director / Sound Director at Corporate Sound AG in Basel.
Catchy tunes and more: corporate sound is no longer just about memorable melodies. Non-musical elements are setting the trend.
Peter Philippe Weiss
