Time ago, marketing – or better advertising – was mainly „print“. Later radio and TV came along. Newerdays, the marketing landscape changed again. Social Media Marketing on platforms like Facebook, Instagram, Youtube, Twitter and many more offer the advantage of advertising with moving pictures. And those include „sound“ – voice or music. Advertising jingles are well known, but what is an audio logo, also known as sound logo, good for?
Let me explain based on the audio logo of govad MUSIC.
A graphic logo is made from words, graphic and colours. Part of your corporate identity stratety, representing your business. The recognition of your brand, well choosen to be unique and to touch the customer’s emotion.
Same does a sound logo, but it is made of music and voice elements. And it must support the graphical logo and be part of your corporate identity and branding strategy. In future you should add „sound“ as must have element in your mood board!
As govad MUSIC is mainly addressing business partners and not private customers, the govad MUSIC sound logo is supporting the graphic logo. EXAMPLE ONLY AS SHOW CASE – FINAL REDESIGN AND SOUND DESIGN for govad MUSIC IN PROGRESS
„govad MUSIC – The Love Song for your Business“ sounds how?
The first thoughts about the govad MUSIC logo and main marketing message were:
- we have the name mark description and a name mark with blip combination – we need a sound for each
- govad MUSIC and its business is modern and state of the art – nothing classical
- it must be unique and good for brand recognition – fingers off from so called „license free music“
- the Gulim font is very modern and light – so must be the music for the name mark description
- the blip is some kind of kittenish – you should hear that in the blip sound
- voiceover with the marketing message? ok but not a standard studio voice, something authentic
- it should have something to do with a love song… hm ok
as a few examples.
And then? Making the music.
As music teacher I want to explain that the sound logo exist of eight (2 x 4) beats with syncopation. Syncopation means that the metrum is irregular. The main beats are not as expected 1 (3) 5 and (7). Something irregular makes the sound more interesting and not „I have heard that before“ like a standard four beat measure.
As basic chords I have choosen C, Bb, F and C. A standard song accompaniment would be – in C major – C, F, G and maby C7. The children in school learn already that the step 7 of a scale is something special as our ear never expects a song to end on that note, the seventh. I makes the C major chord more exciting for example. So Bb is not only the seventh of C major scale, it is the flat seventh. A love song from „Westside Story“ called „There’s a place for us“ starts with exactly this interval.
Also F is the fourth of C and Bb the fourth of F – how wonderful is that? And why in C major and something less boring? C major is a very pure scale and the only one you can play only with white keys on the piano. I think, C major fits very well to the elegant Gulim font.
Let’s summarize – we have non standard rhythm and chords, our chords fit to the beginning of a well known musical love song, the music is in C major. Now we need instruments. Drums and acoustic guitar make the basic and the sound for the name mark description. The melody is played by acoustic guitar and the accompaniment by a second guitar and drums. The drums to support the rhythm and syncopation. Guitar sounds in my opinion a bit like a love song, it is not „too much“ and elegant.
For the blip I added romantic strings, a supportive bass line and a piano.
And composing the music – that is another story 🙂
Wow! You find all that in five seconds of sound!
And the voiceover? I was not sure and I still prefer the „sound only“ solution. But it was very clear from the beginning that a standard studio voice will not fit. govad MUSIC is no standard and as creative director I decided to do the voiceover by myself with a simple microphone. This is not perfect at all but this is the authentic part of it – beside the own composition.
And now the examples:
NAME MARK | MUSIC ONLY NO VOICEOVER | ACOUSTIC GUITAR, DRUMS
NAME MARK AND BLIP| MUSIC AND VOICEOVER | ACOUSTIC GUITAR, DRUMS
NAME MARK | MUSIC ONLY NO VOICEOVER | FADE OUT | ACOUSTIC GUITAR, DRUMS, STRINGS, BASS, PIANO
NAME MARK AND BLIP | MUSIC AND VOICE OVER | FADE OUT | ACOUSTIC GUITAR, DRUMS, STINGS, BASS, PIANO
And all that is good for what?
You can use your sound logo as
- music file only – with or without voiceover
- sound logo and graphic (animated) logo in combination – with or without voiceover
The sound logo is – like your graphic logo – the recognition of your brand. It is supposed to mark your business as unique and to touch the people’s emotion in a positive way.
Thus whenever you represent your business, the sound logo will support your brand in an emotional way state of the art, for example at the beginning or the end of
- an interview
- a podcast
- a tutorial video
- an advertising video, clip
- a social media campain
and also you may implement it
- on your website
- in your intranet
- in emails
- at your trade show booth
- on tutorial CDs and any electronic information
and much more. Of course it is also possible to extend the sound logo to a song and to transfer the digital music into the offline world at your customer shows and events.
WE DO THE LOVE SONG FOR YOUR BUSINESS
Feel free to contact us for any questions:
MONIKA BREMER | firstname.lastname@example.org
(c) Monika Bremer – the one who can talk to your customers and the music industry in the same professional way with more than 25 years of business experience!