Brand world building

Member lesson

Sound as part of the world

Lesson 7 of 11 in Brand world building.

Lesson

Sound is under-used and unusually effective, because auditory memory is strong and because almost no brand has a considered one. A short identifying sound can be recognised faster than a logo and works where nobody is looking.

An ink drawing of a person in a hallway turning their head and smiling as a coffee machine in the kitchen behind them chimes, drawn as curved sound lines and notes.
A machine's start-up chime is recognised from the next room without looking.
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  1. Question 1, locked

    Which of these words means this? “A short identifying sound. Among the most memorable assets available.”

    • Ritual
    • Sonic logo
    • Retirement
    • Voice
  2. Question 2, locked

    Which of these words means this? “The whole system: music, effects, voice, and the rules for them.”

    • Sonic identity
    • Invented geography
    • Provenance claim
    • Origin story
  3. Question 3, locked

    Which of these words means this? “A functional sound in a product. A confirmation, an alert, a start-up.”

    • Continuity
    • Surface dressing
    • Earcon
    • Depth

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