Sonic Branding Examples, Broken Down by a Composer

Written by Luke Tyler, composer

The best sonic branding examples are short, simple and easy to hum. Intel's five-note bong, the Netflix "ta-dum" and Mastercard's melody all work for the same reasons. They're built on a clear musical idea, they suit the moment they play in, and they can stretch to fit lots of uses.

I'm a composer, and sonic branding is one of the things I write to order. So here I'm looking at these examples the way I'd look at a brief: what's in the sound, why it works, and what a smaller brand can take from it.

What counts as sonic branding?

Sonic branding is any sound a brand uses again and again so people link it to that brand. The best-known type is the sonic logo, a short sound or melody that works like a visual logo for the ears.

Bigger systems go further. They can include a longer brand theme, music for adverts, hold music, app sounds and the sounds a product makes. My post on what sonic branding is and what it costs in the UK covers the parts in more detail.

5 sonic branding examples, broken down

Each of these is famous for a reason. I've stuck to facts the companies or their makers have shared, then added what I hear as a composer.

1. Intel: five notes in three seconds

The Intel bong was written by composer Walter Werzowa and first heard in 1994, according to this account of its 20th anniversary. It's about three seconds long and uses five notes: D flat, D flat, G flat, D flat, A flat. The tones blend several synths, mostly in a xylophone and marimba style. It was added because a logo sitting on screen for a full advert would have looked odd, so sound did the job instead.

Why it works: the melody climbs, drops back, then jumps up again, so it ends feeling confident and finished. The repeated first note grabs your attention before the jump. It's also short enough to tag the end of any advert without getting in the way.

The lesson: you don't need many notes. A clear shape and a sound that suits the brand will carry a long way.

2. Netflix: the "ta-dum"

Netflix's "ta-dum" plays when a show starts. The project was led by Netflix product chief Todd Yellin, who brought in Oscar-winning sound designer Lon Bender, as Boing Boing reported. Yellin wanted something sonically tied to the feeling of watching Netflix. Bender made dozens of options, and the brief used words like tension, release and quirky.

Why it works: it's two hits, a short one and a big one, with a bloom of sound after. There's barely a melody. It's closer to a drum hit than a tune, which suits a brand whose job is to get out of the way and start the show.

The lesson: a sonic logo doesn't have to be a melody. A strong, simple sound tied to one moment can work just as well.

3. Mastercard: one melody, many versions

Mastercard launched its sonic brand in February 2019. Its press release describes a melody that runs through music, sound logos, ringtones, hold music and the sounds you hear when you pay. The melody is adapted for different styles and cultures, from operatic to playful. Mastercard worked with musicians and agencies around the world, including Mike Shinoda of Linkin Park.

Why it works: the melody is the brand, more than any one recording of it. That means it can be slow and calm on hold, short and bright at a till, and big in an advert, while still sounding like the same idea.

The lesson: think in systems. Write one core idea, then plan how it changes for each place people will hear it.

4. THX: the Deep Note

The THX Deep Note was made by James A. Moorer and first heard at the premiere of Return of the Jedi in 1983, according to its Wikipedia entry. Thirty synthesised voices start in a narrow, murky range and spread out to a huge chord across three octaves. The 2015 remake used about 80 voices.

Why it works: it shows off what the brand sells. THX is about cinema sound, so its logo is a sound you feel in your chest. It builds from chaos to order, which is a satisfying shape to hear.

The lesson: let the sound prove the brand's point. If your brand is about calm, the sound should be calm. If it's about power, let it be powerful.

5. McDonald's: "ba da ba ba ba"

The "I'm lovin' it" hook came from a German agency's winning pitch in 2003, as Stereogum reported. The five sung notes have been used across the brand's adverts ever since.

Why it works: it's sung, so anyone can copy it. It's catchy enough to stand alone, and it can sit at the end of a full song or be whistled on its own.

The lesson: if people can hum your sound, they'll carry it around for you.

What these examples have in common

Strip away the budgets and the same few things keep coming up.

• They're short. Most sonic logos last a few seconds or less.
• They have one clear idea. A melody shape, a single hit or a big swell. Never all three.
• They fit the brand. The sound matches what the brand does and how it wants to feel.
• They stretch. The core idea can be played on different instruments, at different lengths, in different places.
• They're used again and again. A sonic logo only becomes famous through repetition, so consistency matters as much as the sound.

What a smaller brand can take from this

You don't need a global budget to use the same thinking. A podcast, an app, a local business or a growing brand can all benefit from a short, consistent sound.

1. List where people will hear you. Adverts, videos, a podcast, an app, a phone line, an event.
2. Pick three words for the feeling. Netflix's brief used tension, release and quirky. Yours might be warm, quick and bright.
3. Start with the logo. Get a short sound or melody right first. Everything else can grow from it.
4. Plan the versions. A full version, a very short one, and one that sits under speech will cover most needs.
5. Use it every time. The sound only works if people hear it often, in the same way.

Work with me on your sonic branding

I write sonic logos, brand music and podcast music from my own studio. You send a brief, I come back with a plan and a fixed price, and you hear drafts as it takes shape. Projects start at £400 a day, with a minimum of three days. See custom composition to start a brief.

If you'd rather start from finished music for a campaign, my music for advertising page has tracks you can license directly. And for the rights side, see how to license music for an advert.

FAQs

What is an example of sonic branding?

The Intel bong is one of the best known. It's a five-note sonic logo that has ended Intel adverts since the 1990s. The Netflix "ta-dum" and the Mastercard melody are other famous examples.

What is the difference between a sonic logo and a jingle?

A sonic logo is a very short sound or melody, often without words, that works like a visual logo. A jingle is usually a longer, sung piece with lyrics, often built around a slogan. Some brands use both.

How long should a sonic logo be?

Most are a few seconds long or less. Intel's is about three seconds. Short logos are easier to remember and fit at the end of adverts and videos.

Do small businesses need sonic branding?

Not always, but it helps if people hear you often, such as through a podcast, video, app or phone line. A short, consistent sound makes you easier to recognise.

How do I start a sonic branding project?

Write down where people will hear your brand, and three words for how it should feel. Then brief a composer or studio. A good brief makes the first drafts much closer to what you want.