BMW Introduces New Sound Logo [Video]
That's why this year all BMW products and brand films will end with a new sound logo that will reflect the brand-specific sounds and its innovative power and dynamism. The roll out will begin in March on the French and UK market.
Joachim H. Blickhäuser, head of Corporate and Brand Identity at BMW Group: “Acoustic elements are an important aspect of the BMW brand appearance. As part of the evolution of our acoustic branding, we are replacing the “double gong” used for the past 14 years with a new sound logo, which gives the brand a distinctive modern, aesthetic and dynamic recognition factor and can be used in many different ways worldwide.”
Development of the new sound proved to be challenging. How can you suggest the values of BMW through a 2-second sound? That's where sound designer Thomas Kisser of HASTINGS media music stepped in.
"It was a very intensive process and a wonderfully exciting challenge right from the start. The questions I asked myself at the outset were: What does the BMW brand sound like to me? Which sound themes represent the values I associate with BMW, such as Sheer Driving Pleasure, aesthetic appeal and power? And how can I create a sound logo that clearly differentiates the brand from other brands – especially other automotive brands? Important criteria for the development process included global cultural compatibility, variability of application, brand fit and recognition value,” said Thomas Kisser.
You can notice the new BMW sound logo at the end of this video, an add for the 4-Series shown on British TV: