Key Elements of Sound Branding

Key Elements of Sound Branding

The key elements of sound branding that are used most frequently in practice are listed here, which are also clearly illustrated in examples.

Sound Logo

The sound logo (also known as the acoustic logo, audio logo, sonic logo, identification motif, acoustic signature or audible mark) is short, concise, memorable, in the broadest sense noisy to melodic and can be instrumental, spoken or sung. It is a key element of the sound identity.

Sound Theme or Leitmotif

The term “leitmotif” comes from Richard Wagner and refers to recurring tone sequences that characterize figures, events, situations or objects within a piece of music.


Tracks are separate composed or enriched pieces of music that are derived from the sound identity.


Soundscape describes a designed, atmospheric sound space that is used in real environments such as rooms or in media such as the internet.

Corporate Voice

The corporate voice (also called company voice or brand voice) is a specific human voice that is used consistently and long-term for the verbal communication of a company.


A melodic piece that contains text and is mostly sung is called a jingle. This contains the advertising slogan or the central message and, once established, can also be used without text by the listener.

Brand Song

A brand song (also known as a corporate song) can, on the one hand, be an already popular third-party composition that was not created for the company. On the other hand, this song can also be developed according to the guidelines of the sound identity. We recommend this, as the third-party compositions can also be used by others.

Other Sound Types

A distinction is to be made between acoustic brand elements and sound types that are acoustically linked to the product and its design and are included in the acoustic brand management. These are explained in more detail below:

Conceptual Sound

These conceptual sounds are onomatopoeia of brand names or slogans, which are intended to create associations through pitch and rhythm easily.

In-product Sound

The sounds and noises of products are specifically designed, such as closing a car door, cracking a bar of chocolate or opening a chip package.

User Interaction Sound

A user Interaction sound (UIS) describes the conceptual handling and use of an audible user experience. It is used in the context of human-machine interface applications in both digital and physical products for notification (confirmation, success, warning, error, system), classification (detection, tracking, localization) and feedback (touch, movement).