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The sound makes the brand

Telekom, McDonald’s or Hornbach – most of us not only have an image of these brands in mind, but also a sound in our ears. Why is that? Because these brands have attached importance to good sound branding and have designed not only the appearance but also the sound of their brand in such a way that it makes them unmistakable. But why is the sound of a brand so important – and how is a distinctive and holistic brand sound created in the first place?


The sound logo

The sound logo is the acoustic counterpart to the visual logo. It expresses the brand like no other element in sound branding and gets to the heart of the brand values and positioning. At the same time, it must be memorable in the shortest possible time – brands usually only have a few tones for this and on average only 0.5 to three seconds. The sound logo can be purely instrumental or sung, or supplemented by speech or singing over the melody.
An example of very short sound logos that everyone nevertheless recognizes immediately are the sounds we hear when we boot up our Mac, start the Xbox or turn on Netflix. Somewhat longer and sung, the Hornbach sound logo, for example, has become established („Yippi-Ya-Yippie-Yippie-Yeah“). And the already mentioned famous five tones of Telekom are also a sound logo.


A soundscape is a landscape of sound and is usually used as background music, for example for a commercial or product video. It consists less of classical melodies and instruments, but also makes use of natural ambient sounds from nature or the working world. These can be a peaceful forest or the roaring sea, but also the sound of a loud machine or a roaring engine. With the soundscape, therefore, places or situations are usually made acoustically perceptible.

Soundbranding is Art

As great and promising as all this sounds, it is also difficult to compose a good and memorable brand sound. Behind a brand sound are many factors and, above all, the brand codes of a brand, which must be reflected in the sound. Even small decisions, for example between major and minor, thirds or fifths, diminished or standard chords or even the choice of instruments can influence the mood of the brand sound. The target audience and their musical tastes and habits should also be incorporated into the sound branding. It is therefore obvious that experienced brand sound professionals should be behind a successful acoustic brand DNA.

Your advantage


Without question, having your own audio branding is an absolutely unique selling point.
It makes their brand or name unmistakable and unmistakable on all audible channels. In today’s world of countless brands and products, it is more important than ever for companies to stand out from the competition and develop a strong identity that customers will remember.


Sound is pure emotion.
That’s why it’s a particularly good way to convey brand values. A positive sound triggers pleasant images and a sense of well-being in the listener, and can create trust and deeper brand loyalty. Audio branding is therefore an absolute insider tip for marketers who want to touch and convince with their brand.

Eye-catching, Ear-catching

Your audio branding works like an aural memory aid: with an individual corporate sound, a certain image, feeling or association is linked and recalled. This increases the recognition value of your brand immensely: according to current studies even by 30-50%. This is how you make your messages even more effective and get the greatest advertising effect out of them.

Our Range

Sound Logo

In combination with a visual logo, your audio branding can be used in all audiovisual media with a sound logo or soundscape. For example on your website, as intro and outro for videos, image films, podcasts, apps or commercials.

Personal Sound ID

We give your name your personal Sound-ID, for a unique unmistakable sound of your name.
From a plain name to a sonic name.
Strengthen your identity with your individual sound!

The way to your own audio branding

In the first step we get to know you, your company, your brand.
This is followed by our analysis and sound concept.
We create first sound concepts, which can be further discussed, elaborated and optimized together.
In this creative process we refine and grind your „sound diamonds“ until your optimal company and brand sound image is created.

How does your name or brand sound?
Find out with us.

There are no creative limits here and we are looking forward to successfully developing them with you!

Contact us now


The sonic memory aid

Giving the brand a sound is indispensable today and works with the user’s emotions like no other brand code. The brain usually selects essential information and filters it very strongly. Acoustic signals and catchy melodies can help to avoid being filtered as unimportant. They simply stay in the mind, are processed faster and more differentiated than visual impressions and are stored in the brain as recognition value. We humans learn this behavior as infants in the womb. There, hearing is one of our strongest senses for perceiving our environment – even if unconsciously. We already remember the voices of our parents, react to music and store acoustic stimuli. The mother’s pulse is the first rhythm that we learn and are calmed by.Already in the womb we learn our first acoustic brand codes – namely those of our family and environment. Incidentally, rhythms that are similar to the human pulse still lead to calmness and well-being in most people in adulthood – a learning mechanism that can be traced back to hearing the pulse in the womb.

The history of sound branding

The history of sound branding starts early. Although acoustic sounds have only been used specifically for brand design since around the 20th century, subconsciously church bells or fanfares were a kind of acoustic DNA even earlier. Church bells, for example, still stand for the institution of the church today and even have different sounds for different purposes from time to service.
The first classic brand song was in 1905: the automobile brand Oldsmobile developed its own brand song with „In My Merry Oldsmobile“ and was one of the first brands to rely on audio branding. In 1920, Erik Satie gave a name to another component of sound branding. He added to the theme with his „developmentless music“ with sound carpets that did not follow the usual sequences of musical composition. When radio spots gained their firm place in the media world, brand makers began to take advantage of the new possibilities. Brand songs, jingles, corporate voices and sound logos were produced. With the advance of digitalization, at the latest, sound branding became indispensable, as every digital application opened up another acoustic point of contact between users and the brand.

Who we are

We are the composers, producers and sound artists Gilda Razani and Hanzō Wanning.

We see extensive possibilities to use soundbranding in today’s world, from classic soundlogos for companies, podcasts or apps to acoustic business cards to your personal name. We work heart to heart for a strong individual result.
Our experience shows: hearing your own audio branding is often a goosebump moment!
When a melody hits exactly what you can’t put into words and your eyes light up while listening- then our work is done.
Until this moment we get to know your company, your brand or you personally very well and translate what we learn with a lot of intuition and sensitivity into a sound with which you will make an impression.