The centre’s new brand identity uses kinetic typography to reflect its eclectic musical programming, which spans a wide range of genres. As the typography changes shape, so too does the accompanying music, producing a dynamic sonic identity that introduces a new dimension to the usually motionless medium of graphic design. ‘Getting the right balance between order and chaos was a big focus point throughout the creative process,’ says Thomas Birkeland, creative director at Reklamekollektivet.
Although Sonic Branding is not a new concept – consider examples as far back as musician Brian Eno’s jingle for Windows 95 – this example demonstrates how it’s developing in a contemporary context, blending sound and typography to create dynamic identities for entertainment companies.
Sound, fragrance, touch and taste are all sensory aspects of a brand's identity to consider. How can your company combine these features into a retail environment, for example?