WINNER
The Sound of Singapore Airlines
by DLMDD, for Singapore Airlines
How do you translate colours into sound? That was the challenge set by Singapore Airlines, which wanted an audible accompaniment to its floral Batik identity.
The Sound of Singapore Airlines, created by sonic branding agency DLMDD, forms a key part of the airline’s new brand architecture, which aims to stimulate all five senses. The sonic identity comprises three 10-minute instrumental tracks: Landing Music, Boarding Music and Lounge Music, each designed to be played at different stages of a passenger’s journey.
DLMDD worked with audio architect Dominic Murcott to create a unique piece of technology – named the SIA Batik Instrument – to translate the colour frequencies of the airline’s new visual identity into sound. Composer Rohan de Livera then created the score for The Symphony of Flowers, a 30-minute suite comprising the three shorter pieces.
The judges said: “Interesting background, that has produced a quietly distinctive musical signature.”
Citrix Sonic Identity
by Athletics, for Citrix
Citrix appointed Athletics in 2019 to help it evolve its offer from tech provider to strategic partner. This saw Citrix repositioned as ‘the intelligent workspace that creates space’.
Working with Simon Pyke of sound design specialist Freefarm, Athletics created One Day. An exclusive eight-track composition for Citrix, the work features sounds designed to inspire listeners through the ebbs and flows of their working day. Pressed on vinyl, it was sent to Citrix employees around the world as part of a gift set introducing them to the new brand, while it debuted publicly with a Citrix-sponsored listening party at the 2021 Hopscotch Festival.
The new sound of Citrix took on a more distinct form with the Experiments at Work series that followed, and was designed to draw Citrix employees deeper into the brand.
Tostitos Sonic Identity
by Made Music Studio, for Frito-Lay (Tostitos)
With consumers increasingly engaging with audio-first platforms such as podcasts, Frito-Lay realised that developing a sonic element to its individual brand identities would be key to future success.
The company worked with Made Music Studio to create sonic branding for Doritos before moving on to include further brands including Tostitos – another chip brand, but one that aimed at a different target customer.
Tostitos consumers are seen as social instigators, constantly looking for new ways to share social occasions, so the brand team knew the product needed sounds that would be timeless, social and fun. It hit on the idea of a group of friends coming together to make the sonic identity among themselves.
The sonic identity came together from music made by the crunching of chips, the rustling of packs, the opening of vacuum-sealed jars and then using them as drums. The result was a 1.5-second movement that was felt to capture the essence of the brand.
The Sound of Novo Nordisk
by Unmute, for Novo Nordisk
Novo Nordisk created its first-ever sonic identity as part of a comprehensive visual rebranding project. The global healthcare company wanted to unfold the potential of its audible presence.
Employing more than 47,000 people worldwide, Novo Nordisk provides vital services to millions of patients. Brand communication needs to be both engaging and empathetic, leading Unmute to combine sound with music – the most powerful and effective way to create emotional connections.
A creative sound concept was developed with Novo Nordisk stakeholders, and this formed the base of a complex sonic architecture that could be used to cover multiple touchpoints across various markets and divisions.
Key to the identity is the Novo Nordisk Sound Signature, a sonic logo designed to communicate a sense of ‘driving change’ – the company’s new tag line. It features a simple musical progression that moves towards a state of balance, communicating the sense of positive change that the company wants for its patients and for wider society.
Sonic Identities
shortlisted
Swedish Radio Sonic Identity
by Sveriges Radio, for Sveriges Radio
Swedish Radio – Sveriges Radio, the nation’s public service network – reaches more than half of the country’s population every day, and has provided independent journalism and cultural content for nearly a century.
For decades, the parent brand was a discreet background presence with the identities of individual stations taking centre stage. Change to listening habits, growing digitalisation and a change in funding – with the introduction of a compulsory public service fee – made it a logical choice to make Swedish Radio take a higher profile and it is now the brand that greets listeners on several platforms.
The network’s in-house team considered the sonic identity to be a core part of the ‘soft’ rebranding. It worked with a freelance composer and producer rather than a typical producer of jingles, creating a toolbox of sounds from short audio logos to a main theme that is several minutes long. Different moods, genres and station personalities are also reflected.