Recipient of the Corporate Design Award last week, the German manufacturer thought to add a bit more weight to the way the public perceives the brand and its products. As a result, after changing the logo and improving its corporate image last year, now Audi decided to tamper with the aforementioned heartbeat as well.
From now on, at the end of the aforementioned Audi films, the heartbeat will be heard as a shorter, more dynamic auditive experience, mixed with technical sounds. According to the carmaker, the heartbeat is an actual recording of a human heart beating.
“This heartbeat really gets under your skin,” Alexander Urban, Audi Brand and Customer Strategy chief said about the change
“And it stays in your head. We’ve backed the pulsating heart with synthetic sounds that fit with our “Vorsprung durch Technik” philosophy. They boost the sound logo’s impact and make it memorable.”
Audi will present the new auditive self, for the first time, in the Audi A8 commercial to be aired soon. According to the carmaker, the new sound is only a small step towards the greater goal of giving Audi a corporate sound image, perhaps the first of its kind. The sound will be developed by KLANGERFINDER GmbH & Co KG and S12 GmbH.
“We asked ourselves, ‘what does the Audi brand sound like?’ We quickly realized that there are still a lot of exciting possibilities left in the acoustic design of our brand presence,” Urban added.
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