Sonic identity UT
This document is divided into three sections. Current situation, desired situation, case study.
Relevant words and phrases can be hovered over or tapped for a definition.
Current situation
Currently the UT Identity does not include an audio component. Both the number and diversity of our media productions are growing while lacking a sonic identity.
Media productions currently use stock sound effects and music. A functional solution on an individual basis but it does not contribute to a recognisable sonic identity.
Media productions that would benefit from having a UT Sonic Identity can be broadly categorised as follows:
- Events — projection & live
- Video — standalone, livestream, pre-recorded, series
- Podcasts
- Social Media
- Radio ads
This document presents a non-comprehensive list of audio products that collectively contribute to a sonic identity.
Desired Situation
An overview of commonly used Sonic Identity products. Mouse over or tap the product names for a definition.
The minimum tier will provide us with a set of audio files that can be used to clearly mark UT media products with our audio identity.
The desired tier provides far greater flexibility and customisability. Including the ability to differentiate between products made for different target audiences without losing recognisability.
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Why start with a system, not a product
It's tempting to start with a limited budget and a few individual audio products. The downside to this is that you end up with a handful of individually disconnected products rather than a coherent identity.
Even more than visuals, Sonic Identity needs to be a coherent ecosystem of different parts.
By starting with a unique sound that encapsulates the University of Twente as a whole, we have a starting point for our . A piece of music that forms the heart of what we sound like, our audio identity.
And from the substrate of this we can grow a coherent set of audio products that pull all of our media expressions together.
Case study
The development of Mastercard's Sonic Identity has been very well documented. Below you'll find an abbreviated case study.
The Mastercard sound
The foundation stone of Mastercard's Sonic Identity is the sound that every customer hears whenever they pay with their Master Card.
For the UT, the first challenge would be creating such a sound for ourselves. Perhaps the sound of the perfect idea arriving, a solution realised, or innovation achieved.
Mastercard Sonic DNA
From this iconic sound, a musical score is created. The forms the foundation but the score moves through a variety of tempo's and moods to serve.
This way the can be used on it's own or as the touchstone for various Sonic Identity products.
Derivative products
The can form the heart of a system of audio products. For example that remain recognisable but using different instruments or tonalities to be customised for maximum effectiveness in different markets.
Customisation can also be used to adapt the to different media and target audiences.
And of course it's the foundation for many of the products listed in the table above. Tailored to specific purposes like events, podcasts and broadcasts.
More examples can be found in the source links at the bottom of this page.
Facts and figures
It's tempting to lead with “sound is more memorable than a logo” — but most of the numbers behind that claim online are self-published by companies that sell sonic branding, including the kind of vendor that prompted this brief. The findings below hold up better:
- Audio assets were 3.44× more effective than visual assets at producing high-performing ads, and specifically were 8.53× more likely to appear in a high-performing ad than other distinctive brand assets. — Ipsos, 2020
- Audio outperformed visual media (online video, display, social) on attention and brand equity. — Dentsu / Lumen Research, 2023
- Congruency between a sound logo and its visual logo measurably improves how a brand's personality and quality are perceived — the actual evidence for doing sound and visual identity together, not sound alone. — Puligadda & VanBergen, 2023
All three summarized in Spence & Keller, “Sonic branding: A narrative review at the intersection of art and science,” Psychology & Marketing 41 (2024): 1530–1548.