As brands strive to find ways to stand out to increasingly fatigued consumers, they are realising the power of stepping beyond visual creative to include sonic branding. Some brands are already doing this to brilliant effect. Think MGM’s roaring lion, Netflix’s “Tudum” and McDonald’s smooth, now twenty-year old “ba-da-ba-ba-ba.”
However, not every sonic logo is a hit with consumers. Look at Instagram’s newly launched sonic logo. Created for the end of its reels, it’s safe to say it’s creating a certain “discord” with some users. I wonder what your first reaction was on hearing it. Maybe you were startled and wondered if something had gone wrong with the app. That’s because, as humans, we’re wired to react to sound from both a physiological and emotional perspective.
