Ingenuity for life: why do birds sonify the Siemens brand
Siemens is encapsulated by its slogan, "Ingenuity for life". For them, the brand is defined by its people and its technology. Audio branding agency why do birds used this as their core inspiration for a new sonic logo and audio strategy for the brand.
Founded in 1847, Siemens is the largest industrial manufacturing company in Europe. Its diverse offerings range from energy to healthcare. Adam Cockhill, head of branding and identity at Siemens, explained the importance of unifiying the brand through sound. “The Siemens brand is shaped by our business fields of electrification, automation and digitization, but also through our company history. Finding the right balance here was an exciting task."
Progressive, synthesised sound and driving rhythms are used to reflect Siemens' innovative technologies, whilst female voice and warmer acoustic instruments represent their human, organic characteristics.
Siemens' visual brand has a distinctive colour gradient. why do birds mirrored this in sound by creating a sonic gradient that moves slowly from classical instruments to synthetic sound.
The pointer telegraph - Siemens' first ever product - provided a graphical interpretation of the name 'Siemens', which influenced the structure of the five-note sonic logo.
why do birds also created comprehensive sound kits for different fields of application and a sound library for any type of branded film, from documentary to corporate.
The result is a rich and unique sonic identity, which Siemens aim to implement across all of their touchpoints. "We have a sound identity that perfectly fits the people and the themes of the company and has a high degree of recognition”, says Cockill.