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25 June 2021
What do you want your sonic logo to do?
Brand identity & imageMusic & sound
For a sonic logo to be effective may depend on what a brand wants to achieve with it, according to new research from sonic branding agency SoundOut.
Building on its SoundOut Index, a Sonic Effectiveness Matrix (SEM) separates sonic logos into four quadrants based on their recall and propensity to buy levels. This finds that AO.com is the most effective sonic logo in the UK, Disney in the US.
The attributes that drive propensity to buy are far removed from those that drive recall.
Brands need to identify the priority for a sonic logo – whether it is to drive sales or build brand equity, for example. A single logo will not do both well.
Distinctiveness does increase propensity to buy but does not drive recall or brand attribution.
“Perhaps the most exciting discovery of the study is that it’s possible to identify the effectiveness potential of a sonic logo before it is brought to market. This could save brands millions of dollars trying to support a sonic logo that just doesn’t have the attributes to be effective” – David Courtier-Dutton, founder and CEO of SoundOut.