The Music Brief (3)
Since the Intel benchmark, we are in many ways even more aware of the power and potential contained within an effective Audio Mnemonic, although with this thought in mind, I feel we should also be a little careful – because as much as an Audio Logo can help to develop, consolidate and strengthen a brand – it can also harm or have a detrimental effect. So it’s important to keep in mind, that if one of your goals or intentions is to create a memorable or recognizable audio mnemonic, the traditional 3, 4 or 5 note musical logo may be the right solution but it may well not be the right audio solution, although the goal is indeed a device to create ongoing recognition and the hook factor!
The Music Brief (2)
We often see and hear an a lot of brand and channel logo designs that utilize a minimalist 3, 4 or 5 note musical hook and it would seem that the intention is to be as recognizable and appealing as the Intel audio logo. But in our experience, we have found that it’s a little more complicated than that. First of all there is a determined and heavily backed up effort to have the Intel logo featured in so many of it’s partners commercials, Intel pays its distributors roughly 350 million dollars a year to have their sonic branding design included – and secondly this audio logo fits the brands values perfectly.
The Music Brief (1)
Without stating the obvious, but lets state it anyway, providing an effective and focused audio brief is in many cases more than half the battle. Fortunately we are not alone in this battle. By working with Europe’s leading branding agencies we have developed a solid understanding and have become familiar to the varied and interesting ways in which branding designs are briefed and introduced to the designers from a channel brand perspective. In other words we borrow the best bits from everyone else’s branding briefing process and we apply them to our needs combined with our own specific expertise in terms of briefing for audio.
Star Wars audio experiment
We all know that music and audio is a very important tool, none of us would deny this, but I’m not convinced that we always realize just how vital it can be, and how it can effect your visual designs and your audiences’ reactions . . and this thought often occurs to me when I work with a creative team and a director who have just spent 2 months of their valuable time and hundreds of thousands of euros working on a particular project and then approach ala kondre to solve the audio problem with 4 days to go before airing time . . it does happen! Believe me! . . .In this post I would like to talk about an interesting little audio experiment that was carried out by Lucas Films and the Sky Walker Ranch sound design guys a few years ago . . .
The McGurk effect
I would like to ask you to participate in a little audio experiment.
Please start playing the clip above but I would like to ask you not to watch it but to listen to it. So please have your eyes shut…
Now what is he Saying? BA BA BA ???
Now I like to ask you to play the clip again but now you can open our eyes.
So what was he saying?
Most people think they are hearing DA DA DA..
The sound of a noisy repetetive car alarm will cause your face to frown and teeth to grind very rapidly, creating a very negative and unwelcomed response – which interestingly enough, is exactly what that sound is designed to do, that’s the specific goal of a car alarm – so we could say that the sound of a car alarm is very well briefed and applied!!!
On the other hand, the sound of an ambient meadow with birds gently singing in the distance will give you a more calm and positive feeling, and even a very effective therapeutic feeling.
Introduction to Audio Branding
I’m sure that you will have read or have encountererd many Branding Books or Manuals with guidelines of how to construct and apply your brand logo, tv spot, print campaign, website etc . . . but I’m sure you’ll agree that there are not many (if any) books or manuals that provide guidence in regards to the subject of the audio in a branding design and structure.
This is quite surprising really, considering what an important and powerful device the audio can and should be within a visual and branding platform.