A sound trademark, sound logo, or audio logo is a trademark where sound is used to perform the trademark function of uniquely identifying the commercial origin of products or services.
In recent times, sounds have been increasingly used as trademarks in the marketplace. However, it has traditionally been difficult to protect sounds as trademarks through registration, as a sound was not considered to be a 'trademark'. This issue was addressed by the World Trade Organization Agreement on Trade-Related Aspects of Intellectual Property Rights, which broadened the legal definition of trademark to encompass "any sign...capable of distinguishing the goods or services of one undertaking from those of other undertaking" (article 15(1)).
Despite the recognition which must be accorded to sound trademarks in most countries, the graphical representation of such marks sometimes constitutes a problem for trademark owners seeking to protect their marks, and different countries have different methods for dealing with this issue.
Sound branding
Sound branding (also known as audio branding, music branding, sonic branding, acoustic branding) is "the strategic use of sound … in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales." Audio branding can tell you whether the brand is romantic and sensual, family-friendly and everyday, indulgent and luxurious, without ever hearing a word or seeing a picture. And it gives a brand an additional way to break through audiences' shortened attention spans.
Sound logos
The sound logo (or audio mnemonic) is one of the tools of sound branding, along with the jingle, brand music, and brand theme. A sound logo (or audio logo or sonic logo) is a short distinctive melody or other sequence of sound, mostly positioned at the beginning or ending of a commercial. It can be seen as the acoustic equivalent of a visual logo. Often a combination of both types of logo is used to enforce the recognition of a brand. An example is the T-Mobile logo and ringtone composed by Lance Massey, the Intel logo composed by Walter Werzowa, or the Michelin logo composed by Sixième Son, who also composed the "Samsung Tune".
The sound logo leads to learning effects on consumer's perception of a certain product. A melody is the most memorable sequence of sound, since, when a melody starts, the human brain automatically expects the ending. However, some brands realize the importance the sound their brand can make and attempt to capitalize on its own uniqueness. A good example is the motorcycle brand Harley-Davidson, which, in 1994, filed a sound trademark application for its distinctive V-twin engine sound. It realized that if it could capture its own sound, it could distinguish the brand at every point of customer interaction. Just like a visual logo, the most essential qualities of a sound logo are uniqueness, memorability, and relevancy to the brand promise.
Radio and television stations create their own audio identities using melodic themes to strengthen their brand. Notable examples include the short variations of the BBC Radio 2 or Classic FM jingles. In recent years, television station idents have also introduced their own audio identities to strengthen their brand recognitions.
There are typically four to six steps involved in creating a sound logo:
The audio strategy development phase where the brand essence and other foundational elements is confirmed. The audio touch point analysis phase where all places the brand will come in contact with customers and other stakeholders is identified. The concept phase where an audio collage is created to help define texture, rhythm, melody, harmony, and instrumentation that best convey the brand values and then the unique sound or piece of music is composed to convey the distinctive brand essence and values. The test and refine phase to where the combination of sound elements are optimized to ensure that they communicate essence, values, and promise of the brand. In this phase, psycho-acoustic research would be conducted, if needed. The implementation stage to create the adaptations for each touch point. The handover phase where an audio style guide is developed to help the supervisor or manager of the brand recommend, plan, and supervise the installation of the audio brand elements into devices, expo booths, displays, call centers, and other places where it will be used. Additionally, the licensing or ownership of the branding elements or all applicable usage rights, depending on the agreement, are formally transferred to brand.
Once completed, the audio elements should be managed just like the rest of a company's brand assets.