Growing up in India during the 80s and 90s, one could identify the production company behind every Bollywood movie through the short ident in the beginning simply from its sound. In my case, this sound pretty much dictated my decision whether to watch a particular movie because I knew exactly what to expect. Little did I know that it was my first brush with what is known today as ‘sonic branding’.
For the uninitiated, the same way that a company is recognised by its visual logo, a ‘sonic’ logo creates an immediate awareness of brand identity purely through audio. Sonic branding is a great way to utilise a human being’s memory of sound to reinforce a brand or message.
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