Samsung Sound Identity Program

Client: Samsung
Agency: SIXIEME SON (Paris, France)


To enter on a new dimension at a time when a new generation of Samsung smartphones is launched, including the Wave and the Galaxy smartphones, Samsung needed a complete sound identity device, differentiating and sustainable. The challenge was to create a sound identity who finds an echo in mobile phones. With these mobile sound identity devices, Samsung innovates and reconciles two opposite issues: a real brand approach applied consistently over the different contact points of phones with a minimal music; and ergonomics that respects the client’s aspirations.

This innovation continues with segmented devices according to product line. Enhance the brand and customer experience while respecting the sound ergonomics of a mobile phone was a feat. With the musical writing delicacy and sound researches, this sound identity has passed all ergonomic tests required for Samsung.

Additional information

This creation is used today by more than 1 billion mobile phones in the world.

Time period of realization

January 2007 – September 2007