TD Sonic Identity
The TD Sound
As audio-based experiences continue to grow, sound is an important aspect of branding. With the introduction of the TD Sound, even when our Brand can't be seen, we can still be heard.
The TD Sound – or TD Sonic Identity – includes many components (like the short TD Sonic Logo), but they're all derived from the overarching TD Brand Melody. With clapping, bells, voices and more, the TD Brand Melody was created to be upbeat and optimistic, like a walk through a familiar neighbourhood or a visit with your favourite TD employee.
You might have heard it at the end of a TD commercial or an ATM. Now, turn up your speakers to hear more about this distinctly TD sound.
More than
a Logo
"The thinking was, we need a sonic ecosystem; an entire identity, not just a sonic logo," says Senior Group Manager, Brand Management, Nathan Strawn.
Think about the sounds you hear when you boot up your computer, start streaming a new show, or hear in a fast-food commercial. When used regularly, sonic identities which consist of sonic logos and original music can make you think of a brand in just a few notes.
With the Brand Melody as the backbone, the TD sounds can be adapted into different musical genres and styles to suit different settings and audiences.
Have a listen below.
Behind the music
Watch how the TD Sonic Identity brings our brand to life.
Bells
El. Piano
Clap/
Drum
Bass
On a Good Note
A team of musicians came together to create the TD Sonic Identity. They recorded it in a Paris, France recording studio.
Here's the sheet music, if you want to give it a noodle yourself.
Jazz
Orchestral
Soft Classic
Podcast
Jazz
Orchestral
Soft Classic
Podcast
Learn More:
Sonic Logo
Introducing the
Acoustic
Easy Listening
Acoustic
Easy Listening
"To an organization, a brand is what makes them, them," says Tyrrell Schmidt, Chief Marketing Officer at TD. "For TD, it's how our customers, colleagues and communities identify and perceive us – and how we show up differently than other banks. In sum, it's an incredibly important aspect of who we are. Which is why I'm incredibly proud of the TD Sonic Identity – an accessible extension of who we are as a Bank.
"I remember sitting on the listening committee as we worked to develop this sound. Collectively, we spent nearly 100 hours making sure the sound was just right – and that it portrayed us as authentic and forward-thinking. This made me realize how big of an impact a sonic identity can have."
To an organization, a brand is what makes them, them.
“
"We're innovating and building on our brand to be even more customer centric and striving to be more accessible. For some individuals, who heavily rely on auditory queues, this is the first encounter they're having with our branding.
"As we look to the future, I am pleased to introduce the new TD Sonic Identity and excited to see where this will take us," Schmidt continues.
As we look to the future, I am excited to see where this this take us. With that, I would like to introduce the new TD Sonic Identity.
“
The Studio: Sixieme Son
4 Rue Scipion, 75005 Paris, France
Tyrrell Schmidt
Chief Marketing Officer
TD Bank Group
Tyrrell Schmidt
Chief Marketing Officer
TD Bank Group
Now, the sonic identity can be rolled out across a variety of platforms to help build recall and recognition about TD. You might hear pieces of the brand melody, or the shorter sonic logo, in-branch, when you visit an ATM, in TV commercials, on podcasts and at TD events.
"The goal," Strawn says, "Is it becomes synonymous with our brand."
Our hope for the TD Sonic Identity is that it will create this unique, consistent sound across all of our customer touchpoints that will be relatable and memorable.
When Strawn pitched the idea of creating a sonic identity for TD, he was hoping to help future-proof the Bank's brand. He was seeing a rise in audio content, from podcasts to short social media videos with sound at the forefront and wanted to help ensure the Bank was ahead of the curve when it came to sound marketing.
“
Nathan Strawn
Senior Group Manager, Brand Management
TD Bank Group
Pierre Moreau, Alice Lepine &
Alexis Mangou
Pierre Moreau, Alice Lepine &
Alexis Mangou