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. It’s a perfect little audio mnemonic, in the sense that it conveys the key values of Intel very effectively . . . The other important factor in the success of this audio mnemonic can also in some way be linked to the very strict guidelines that are applied and adhered to in relation the terms of it’s usage within any commercial. The intel audio logo is generally (not always) but generally placed within the main body of a commercial, rather than an element used as an end device and one very important condition in regards to using the sound logo is that it must be given clear space and air around it – for example – no other sounds are allowed to compete with it. The composer was challenged to make an audio logo that would convey the feeling or sound of how a computer works and sounds inside – and I think we can all agree that he was pretty successful in finding a nice way to convey this . . .