Client: Verivox GmbH | Agency: WESOUND
Sound Logo Concept: WESOUND
Music: WESOUND | Sounddesign: WESOUND
TV-Spot: 3ltr Werbung und Film GmbH
„Development of Sound Logo System for Verivox“
For Verivox’s brand relaunch our client was looking for a multi-sensory approach, so an approach that involved all the senses. Consequently, this also affected the auditory brand experience. The new brand sound was designed with the brand tonalities „simplicity“, „security“ and „transparency“ as a basis.
For the conception of the sound logo, we focussed on the first letter „V“, which is also central to the brand’s corporate design. For example, the letter V is written in the air by the testimonials in the TV spot by fingers going first down and then up again. We followed this movement to design the sound logo. The „acoustic V“ imitates the written „V“ in form of a three-tone sculpture that first takes a descending and then an ascending course. It is played in a wha-wha guitar sound: the Verivox „vee-o-vee“ (sound logo element 1).
Sound logo element 2 follows: a bass sound blended with an amplitude-modelled, high, three-stripe c‘‘‘ that reminds you of a sonar or radar sound. The signal tone „Verilot“ stands as an auditory expression for Verivox’s search function.
The sound logo system developed from the two elements corresponds to the „sound DNA“ of Verivox’s brand (motif, timbre, rhythm) and serves as a platform (prelude) by accentuating the spoken Verivox and the claim: „save now safely“. The „vee-o-vee“ mixes phonetically with the spoken Veri …. Then, in reverberation of the signal tone “Verilot”, the spoken claim “Save now safely” is best brought to emphasis.
The new auditory appearance is thus a central additional factor for Verivox’s corporate design and brand experience whereby the combination of the moving image with sound plays an important role.
For the implementation of the sound logo, we have additionally developed a sound manual which defines helpful guidelines for all applications.