Telekom – New Sound Identity
BETTER SOUND 2020 | Category: 4.2 Audio Branding
Entrant
Deutsche Telekom AG
Abstract
Over 60 percent of Europeans associate the Telekom sound logo with our brand and our products. For its 20th anniversary, we modernized our sound logo to make it “ready” for customer experiences in an increasingly digitalized world. The result: a completely new and expanded Telekom sound identity, yet one based on the familiar.
Description
Deutsche Telekom became a pioneer in audio branding in 1999 with the introduction of its sound logo. Today, the sound sequence of five tones is extremely well known: over 60 percent of Europeans associate the jingle with our brand and our products.
For its 20th anniversary, we modernized our sound logo, making it “ready for the future”. The tone sequence remains unchanged and forms the nucleus of our sound identity. The modernized sound logo is given new tones and effects –and thus more nuances and a wider audible frequency range. For example, functional sounds can be developed from the core of the sound logo to expand the acoustic brand. The new sound logo may not be adapted or orchestrated differently – consistent penetrance is intended to further increase recognition. Only the use in different keys is allowed in order to provide optimal transitions between the music of a commercial and the sound logo.
The result: a completely new Telekom sound identity, yet one based on the familiar. The modernized sound logo, available in12 keys from C major to B, creates a wide range of sounds and effects. The perfect basis for a growing number of functional sounds that enhance the presence of our brand in products, e.g. in the Telekom Apps, the Smart Speaker and MagentaTV. Telekom is expanding its sound identity and making it “ready” for customer experiences in an increasingly digitalized world.