Sonic
JSM calls on Pro Tools and Logic for much of its work.
Pros work to create audio IDs that rival their graphic counterparts.
Branding By Marc Loftus
A company’s sonic brand can play as important a role as its visual identity.Think of some of today’s most recognizable sonic brands: the NBC chimes, Intel’s
“bum bom bum bom,” the ESPN SportsCenter intro, and McDonald’s “I’m Lovin’ It.” All are in- stantly recognized by the listener, regardless of their accompanying visuals — if any. So what makes for a successful sound identity? Some might argue that if played enough, almost anything can become a sound identity.We can all remember a bad song that’s been drummed into our heads, so is the key “repetition” or does it truly have to be a memorable track? It’s a chicken or egg scenario.
