Post Magazine

June 2010

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Page 29 of 51

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.

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