Audi Corporate Sound Gets red dot Awards

Since the modern world began perceiving a product as the sum of all the elements and people who created it, advertising the product itself is no longer enough to promote it. Any given product, and company, for that matter, must have an identity of its own, a history, a pedigree. The more recognized any of these traits, the better for the product and the company which produces it.

Take German manufacturer Audi for instance. How many of you knew the Ingolstadt-based company has a Corporate Sound. And, for that matter, what is a corporate sound?

In Audi's case, the corporate sound is the roaring made by an R8 sportscar, a sonorous voice, dramatic music, and the most recognizable element, the beating of a heart.

As we told you back in July, Audi decided to change the heartbeat which for years now has been associated with the four-ringed brand. That change apparently paid off, as the carmaker was given three red dot awards for the way it makes itself heard.

This achievement means that Audi has entered its heartbeat in the final which in December this year will see one company get the red dot: grand prix.

“Our goal was for our customers to be able to recognize an Audi commercial even with their eyes closed,” Margarita Bochmann, project manager at Audi for Corporate Sound. “From the start we were determined to create a clear, recognizable brand sound.”

The sound was heard in its new format when the first commercial for the Audi A8 aired. The audible identity of Audi was developed by KLANGERFINDER GmbH & Co KG and S12 GmbH.
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About the author: Daniel Patrascu
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Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
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