Hyundai Audio Branding
Nominated in the category
1.4 Audio Branding
Applicant
why do birds GmbH
Abstract
In 2016, Hyundai aimed at creating a corporate sound that translates the brand strategy into a consistent brand experience. The new sound evolves from the principal sound attributes. The concise musical theme is a simple, ascending six-tone sequence that flows dynamically and ends on an open tone, which points the way into the future.
Detailed project description
Hyundai spearheaded an 18-month, global brand relaunch across all markets implementing the brand expression. The new corporate design together with the corporate sound translate the brand strategy into a consistent brand experience. The desire to make modern mobility accessible to everyone formed the basis of the future branding. The main aim was to create a unique brand DNA that makes Hyundai instantly recognizable and delivers a consistent, global brand experience to consumers worldwide.
The new Hyundai sound evolves from the principal sound attributes: essential, refined and confident. We have created a sound tonality that is harmonious, smooth and fluid. The performance is minimalist yet the details are self-assured and lively. The concise musical theme is a simple, ascending six-tone sequence that forms the basis of the Hyundai sound and determines the sonic logo. It flows dynamically and ends on an open tone, which points the way into the future.
The new holistic Hyundai sound promises to make modern mobility available to all people. To reinforce this approach, the audio branding was thoroughly revitalized. Beyond the sonic logo, a wide range of additional sound elements – the Hyundai sound universe – was introduced. They are standardized for global usage and shape the brand tone. Hyundai, its agencies and musicians have the keys to access the individual sound elements and use them for their respective purposes.
The sound architecture has been created for all international markets and is incorporated into all Hyundai brand touch points, from trade fairs and events to telephone waiting loops, film dubbing and soundscapes in car dealerships. The new audio branding concept will also be used in the actual vehicles in future — for instance, greeting and goodbye sounds heard by the driver when entering and exiting the car will be inspired by the new sonic logo. By this, the customer can experience the brand both outside and inside the vehicle.
The new Hyundai corporate sound has been received very well within the organization and they are more than satisfied with the result. They are particularly proud of having introduced a sonic logo as well as a wide range of sound elements that are standardized for usage globally. This underlines the fact that the brand promise is universal, and that their customers can rely on it and experience the same brand attitude regardless of where they are located.
Case film