A lot of brands have started to develop a sonic identity to help them stay ahead of the fast-rising voice related trends. Just a few weeks ago, MasterCard unveiled its sonic identity and now Pandora has jumped on the bandwagon. Pandora the audio streaming platform has unveiled its first sonic logo. The reveal of its sonic logo coincides with the new phase of its “Sound On” campaign. Pandora is the first major audio streaming platform to adopt a sonic logo.
About Pandora’s Sonic Logo
The audio streaming platform developed this sonic logo in hopes that consumers will associate the tune with the brand whenever it’s heard. They plan to play the sonic logo when someone opens their app but for right now the sonic logo will only exist in their “Sound On” campaign. In the future, Pandora plans to personalize the logo based on the type of music their users are listening. The sonic logo was created by Matt Winegar, a Grammy-winning audio producer. The design process for the logo involved creating a framework of their brand’s values and meaning. They then turned it into a sonic language, it was designed to mimic the feeling of opening Pandora and having instant access to the audio/soundtrack you want to hear.
According to the brand, it took them 6 months to create the sonic logo. They reportedly received more than 200 different audio logos through the selection process narrowed them down over three rounds. According to the brand, a lot of the time used to create the logo went toward the history of the company and the mythology behind the name Pandora. They will be rolling out the sonic logo first in two 15-second spots. The 15-second spot will run on the Hulu Ad-Chooser unit, as well as YouTube, Vevo, VOX and Thrillist.
About the Sound On” Campaign
The release of the sonic logo coincides with the new phase of the “Sound On” campaign by Pandora. The first “Sound On’’ campaign started in November and had a winter theme. This new campaign’s theme celebrates the arrival of spring and aims to inspire listeners to discover the unique sounds that transport them from winter hibernation to spring exploration. The campaign will be rolled out in six markets in the US and will last for 12 weeks. It will feature artists like Jonas Brothers, Maren Morris, Bebe Rexha, Khalid, 2 Chainz, John Legend and Becky G.
Pandora Speaks on its Sonic Identity
Lauren Nagel the VP and Executive Creative Director at Pandora spoke about brand identity and their new sonic identity. She spoke about how brand identity is no longer dependent on the look and feel alone. She stated that the brand is thinking beyond the Pandora platform. They want to be an agency to speak on the very source of sound.
Steve Keller, Pandora’s sonic strategy director also spoke about the sonic logo. He described it as a delight and stated that what we hear is just the starting point. According to Keller, they want to drill into our ears and brains like an earworm. They plan to change it up over time to reflect a mood or the listener.