At the heart of any brand’s public face is a logo. Whether it’s golden arches or Olympic rings, a logo can truly be the picture that tells a thousand words about a brand, reminding us of many associations and values in a single glance. Logos have been so effective for so long that it’s no wonder every company has one - but this is exactly where the problem lies.I call the problem ‘overmessaging’. Each of us now encounters a staggering 30,000 commercial messages every single day, and the vast majority of them are visual. This means that for the next few years at least, sonic logos – by which I mean short sonic mnemonics that are the exact audio counterparts of the visual logo – are going to be worth considering simply because they are relatively rare and can thus act as powerful differentiators. However there’s more to sonic logos than curiosity value alone: well used, they can produce exceptional results. The also go back much further than you might think.Sonic logos have actually been around for hundreds of years: street calling used to be the main way tradesmen advertised their services, as wonderfully romanticised in the film Oliver. It’s […]

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