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.