Is the concept of a sonic logo new?

Pandora became the first major audio streaming platform to adopt a sonic logo, or a tune it hopes consumers will associate with its brand wherever it’s heard. But is the idea of a sonic logo really such a new idea?

In the future, Pandora’s new logo may be played when someone opens the app, but for now, the logo only exists in their “Sound On” brand campaign, which debuted on Wednesday and includes musicians such as Jonas Brothers, Khalid and John Legend.

On first inspection, the idea of a sonic logo may seem quite innovative, but there are several iconic sonic logos that you may not have realised are considered sonic logos.

The drumroll played during the 20th Century Fox intro was created by composer Alfred Newman in 1933.

Walter Werzowa made Intel’s iconic “bong” anthem more than 20 years ago. 

Sonic logos are also used in the car industry. Here’s Audi’s…

And BMW’s…
But what is the importance of a sonic logo, and why are companies developing them?

Brands are starting to pay attention to the proliferation of smart speakers, and the ability for consumers to identify a brand purely by sound. Companies must start thinking about how they are heard, not just seen.

“A brand identity is no longer dependent on look and feel alone,” says Lauren Nagel, VP and exec creative director at Pandora. “We are thinking about this beyond the Pandora platform; we want to be an agency to speak on the very source of sound.”

So while in the past sonic logos were a tag-on to the end of a television advert, we can expect brands to consider how they can be used as advertising platforms evolve.

Are you interested in advertising on smart speakers, VOD or television? Get in touch today.

How are people using media in 2018?

Attest’s media consumption report 2018 is a survey of 1,000 people taken in July 2018 to compile a report on the habits of UK consumers. What’s their verdict on some of the biggest platforms?


86.8% of Brits report watching more than one hour of television every day, a rise from 82% in 2017.

When it comes to streamed and on-demand television, use has risen dramatically since 2017.

Women tend to watch more streamed television than men, with 75.7% of female respondents tuning in for at least one hour per day, versus 64.1% of men.

Londoners are more likely to tune into Netflix, Amazon Prime or similar for 1-2 hours every day (47.7%)

The ITV Hub app ranked as the second most downloaded iPhone app of May 2018.

Music Streaming

The most popular paid-for music streaming service is Spotify (35.1%).

However, Apple Music (27%), Youtube (25.3%) and Amazon Music (19.7%) are close behind.

News Media

Younger generations seem to be more interested in newspapers than older generations, with 37.7% of those aged over 40 admitting they do not read a printed newspaper on a regular basis, compared to just 23.2% of under 40s.


Digital Media

Digital advertising grew at its fastest rate for nine years in 2016. But how are consumers using social media?

Source: Attest Media Consumption

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