The creation of AT&T’s Sonic Logo

Joel Beckerman, the founder of Man Made Music, a company specialized in Sonic Branding, is credited for having created sonic branding programs for giant companies such as Disney, Southwest Airlines and AT&T.
John Jurgensen, in his article “Making an impression with in Four Notes” for The Wall Street Journal, wrote that Beckerman spent about 18 months developing the AT&T Sonic Logo. The end result? A melody just four notes long, short but powerful! He said one of his major difficulties was creating a single piece of music that would speak for AT&T’s varied operations, from consumer phone services to network infrastructure.

Continue reading

What about a Sonic Logo?

Audio branding has been adopted by several companies as an integral part of what makes up their identities. Maybe you never heard this term before but you have certainly been exposed to it.
 
Audio, sound, sonic or acoustic branding refers to an audible representation of a brand. It is the part of sensory marketing focused on the sense of audition. Branding expert Martin Lindstrom, author of the book Brand Sense, affirms that the power of sound branding can be attributed to its connection to our mood, feelings and emotions, and consequently, our memory. Brands emotionally connected to consumers are much stronger than those that aren´t.

Continue reading