Sonic logos are short audio jingles that are used by brands to identify themselves and are usually less than 7 seconds. It is essentially the harnessing of audio to represent and communicate the values and personality of a company. Associations and companies use sonic logos to grow public awareness of their brand and they use them in many medias including the web, radio, mobile technology, and television.

While the creation of the sonic logo itself is a matter of musicians and sound designers working in the studio, there are actually other steps to consider before a single note or sound is recorded. Research into the character and history of the brand is very necessary and precludes any studio work. The creators must determine who the brand is exactly so that the final sonic logo will accurately depict the brand’s identity. There are several basic steps in the process of creating a sonic logo that follow.

1. The first part of the process is to understand the core values of the brand with which you are working. For instance, is the brand part of a particular heritage, promoting conservative values, or technologically oriented?

2. Secondly, research the sonic history of the company to how sound or music has been used in the past to reflect the identity of the brand. Past use of sound could prove as a springboard for inspiration or a direction not to take if the company is unhappy with past sonic elements.

3. Moving on, establish the types of sounds will best represent the brand’s values. For a cell phone provider, for instance, a variety of rings or button sounds might work well.

4. Fourth, decide if voice is going to play a part in the sonic logo. Will there be a phrase such as “What’s in your wallet?” or will the logo simply contain a melody amidst sonic texture?

5. Lastly, be sure that all of the sonic logos you create are memorable and original since its main function is to identify one specific brand.

The tips above give media professionals a basic description of the necessary element in creating a sonic logo. Regardless of how you create your sonic logos, be absolutely sure that they are unique from anything done before and that the brand you are working for are happy with their new audio identity. By achieving these two things you’ve reached sonic logo success!