In a world where sonic logos are likely to become increasingly important, new research suggests that distinctiveness alone has minimal impact in driving recall: the SoundOut Index even posits a negative correlation between recall and distinctiveness across the 100+ US sonic logos analysed.

The research 

SoundOut, the sonic branding and audio marketing testing agency, measured sonic effectiveness, sonic personality and market penetration to rank sonic logos of more than 100 brands in the US and more than 30 in the UK.

Why it matters

Brands are having to find new ways to make themselves heard in screen-free environments,...