Audi Corporate Sound

Speaker: Margarita Bochmann, AUDI AG, Ingolstadt, Germany

 

Abstract

Audi developed a Corporate Sound concept which adds a whole new dimension to the brand experience. Taking a holistic approach, it complements the brand’s visual identity and embodies the sound of Audi. The objective in developing the Corporate Sound was to ensure that the Audi brand values can be recognised and experienced at all acoustic touch points while retaining the wealth of musical styles.

For this reason, the Audi Corporate Sound does not have a distinctive brand song, but instead forges a new path in audio branding. The Audi Sound Studio is designed for producing the Corporate Sound. It contains a description of the Audi tonality and exclusive sounds like instruments, elements, voices and car sounds. The Audi Sound Studio enables sound design with an individual feel yet at the same time ensures recognisability across all media. Audi explains the concept and shows exemplary implementations.