Last autumn, Škoda Auto, the Czech car manufacturer, introduced a new brand identity, complete with a fresh logo. Now, the company is taking it a step further by unveiling a sound logo.
A sound logo is a unique sound “signature” that brands use for easy identification. It is commonly heard at the end of television and radio advertisements, as well as other audiovisual messages. The purpose of a sound logo is to instantly associate the sound with the brand.
Škoda Auto has developed its own sound logo, which showcases its new image. The car company’s team initially experimented with around fifty original sound “sketches”. From these, they narrowed it down to fifteen variations of the sound logo, eventually selecting the final two.
To determine the ultimate choice, survey testing was conducted in the Czech Republic, Germany, India, and Italy. Fans of the brand will have the opportunity to hear the resulting sound logo for the first time in a new advertising campaign, which will serve as the primary means of communication in over 50 global markets.
According to Škoda Auto, the campaign portrays the Škoda brand as a “courageous companion when exploring the world”. The focal point of the campaign is the odometer, which measures not only kilometers but also experiences, emotions, unforgettable moments, and stories.
Now, let’s delve into the inspiration behind the new audio logo. The symphonic poem Vltava from the series My Homeland by Czech composer Bedřich Smetana served as the inspiration, particularly its introduction. The motif, originally played by flutes, represents the source of the river, making it a fitting tune to symbolize the beginning of a journey.
However, the sound logo utilizes a modern synthesizer rendering. Škoda Auto describes the melody as ending with a harmonically surprising and positively tuned chord that evokes the discovery of life’s beautiful moments. The car company believes that the “jingle” embodies the core values of the Škoda brand while paying homage to its history and country of origin.
The resulting sound logo is available in various lengths and twelve different musical keys.
With the introduction of this sound logo, Škoda Auto aims to enhance its brand recognition and create a distinct audio identity that resonates with its global audience.
How does Škoda’s new sound logo aim to create a lasting impression in consumers’ minds?
Sound with the brand and create a lasting impression in consumers’ minds.
Škoda’s new sound logo was created in collaboration with the German audio branding agency CORD. The sound is described as “emotional, dynamic, and modern” and aims to evoke a sense of excitement and innovation. It consists of a combination of electronic sounds and tones that have been carefully crafted to represent the essence of Škoda’s brand.
The development of a sound logo is an important step for Škoda as it helps to strengthen its brand identity and distinguish itself from competitors in the crowded automotive market. By creating a unique and memorable sound, Škoda aims to leave a lasting impression on consumers and reinforce its values of quality, reliability, and innovation.
The new sound logo will be used across various brand touchpoints, including advertisements, videos, and digital platforms. It will also be integrated into future Škoda models, enhancing the overall brand experience for customers.
Other car manufacturers have also recognized the power of sound logos. Audi, for example, is known for its iconic “Vorsprung durch Technik” sound logo, while BMW has a distinct sound that accompanies its logo animation.
In today’s digital age, where consumers are bombarded with information and advertisements, a sound logo can be an effective way for brands to stand out and capture attention. Research has shown that sound can greatly impact emotions and memory, making a sound logo a valuable tool for brand recognition and recall.
Škoda’s new sound logo is a bold and innovative move that reflects the company’s commitment to staying ahead of the curve and delivering cutting-edge experiences to its customers. It not only complements the recently introduced new brand identity but also demonstrates Škoda’s dedication to creating a cohesive and immersive brand experience across all channels.
As Škoda continues to evolve and expand its presence in the global market, the introduction of a sound logo further solidifies its position as a leading automotive brand. With its distinct sound signature, Škoda aims to leave a lasting impression on consumers and create a strong emotional connection with its brand.
