Intel's Sonic Logo: A Mixed Blessing

In the year 2000, Intel was ranked the 4th most valuable brand in Interbrand’s Best Global Brands ranking. This is astonishing since the company manufactures components which most consumers never see. Intel's sonic logo, “The Wave,” has been used by the company since 1995, and is considered to be a key contributor to Intel's brand recognition. Intel's sonic logo was at one point so successful that it was actually more recognizable than their visual logo. A substantial 56 percent of consumers all over the world recognized Intel's sonic logo.

Intel did not invent sonic branding. Sonic branding is deeply embedded in cultures worldwide. The history of sonic branding in Europe can in fact be traced back to at least 400 A.D. when the Catholic church first started using church bells.

The impact of Intel’s approach to sonic branding, however, has been revolutionary. Twenty-five years on and the impact ofIntel can still be heard. But just as the power of the church-bell has been waning, so has the branding power of sonic logos.

In recent years, a trend has emerged, in which companies that have a sonic logo are actually using it less consistently than before. In 2018, Intel used its sonic logo in 95% of all audio-visual content featured on digital channels. By 2020, this had dropped down to 49%.

The reason for this sudden drop is difficult to explain considering Intel’s previously consistent sonic strategy. This drop is also surprising given Intel’s sonic logo is still seen by many as a model example of effective audio branding.

So, what’s the answer?

A study conducted by Bonde & Hansen revealed that only a few of its participants could correctly identify Intel upon hearing the sonic logo. Half of the participants wrote alternative but nearly equivalent nouns or brand names such as ‘computer,’ ‘Dell,’ ‘Microsoft,’ and ‘Windows.’

This brand confusion could be explained by the fact that theIntel sonic logo is usually featured after an advertisement of another brand. Gone are the days when most of us sat on the sofa watching TV commercials from beginning to end. And gone are the days when Intel was the poster child for sonic branding.

Whatever the reason might be for Intel ?s change in their sonic logo usage it is clear that Intel’s sonic strategy is not having the same impact as it used to. Having peaked at number4 in Interbrand's ranking5, it is currently ranking at number 12.

Not to have a sonic logo is a missed opportunity, so it’s surprising that even after all these years with Intel being considered the most successful sonic branding strategy that not more tech companies have followed. Only 14 out of the 45 brands in amp’s Best Audio Brands ranking have a sonic logo, with NEC being most consistent, using it in 89% of their material.

But this isn’t evidence that sonic logos have had their day. In the context of the huge complexity of the consumer technology market with a vast number of competing services and products across tech categories and vertical sectors, it is obvious that a strong audio identity is vital, but a sonic logo used in isolation as a marketing tool is not enough.

Tech companies with their multitude of audible touch points need a holistic sonic branding strategy that does not rely on just a single brand asset to be heard and recognized. The strategy needs to be authentic, flexible, and make the brand instantly recognizable both in brand communication and the user experience.

So, what does it mean when we talk about authentic and flexible sonic strategy?

Being authentic is something that most brands strive towards. For brand authenticity, it needs to be perceived as reliable, respectful, and real. Brands who have invested the time to discover what the brand stands for should also invest the time in discovering how this should be translated into sound. It ensures that their sound aligns with the brand score values and actions.

Flexible sonic strategy is making sure that the sonic elements are adapt able to different touchpoints and the need of a specific storytelling. The sonic elements also need to be transferrable to different musical cultures. With most if not all tech companies being global, brands need to be able to authentically represent themselves within each market. Not all music is equal when it comes to being translated between cultures. This can result in brand music that feels forced and inauthentic when adapted to distinct cultures.

Authentic and flexible sonic strategy is best achieved by creating a Sonic DNA. What does a Sonic DNA mean?

If done correctly, a Sonic DNA? is the audible expression of a brand. It reflects the brands values and personality. It is not a single musical composition but rather numerous sonic elements that can be used interchangeably. Sonic DNA? has melodies and harmonies, but it also has voice guidelines for example. The flexibility to this approach allows brands to easily create new sonic elements for variety of touchpoints as the need arises.

By creating a Sonic DNA?, brands have the option of using only certain elements of the DNA depending on touchpoints and campaigns. The Sonic DNA? can be used across the customer’s journey. For tech brands it means in their brand communication and across their UX/UI sounds. If done correctly it will enhance brand recognition while giving all current and future touchpoint an audible sonic consistency.

To summarize, rather than limiting themselves to a sonic logo, brands should embrace a holistic and comprehensive sonic branding strategy. In which uniquely branded sonic assets including an audio logo are assigned or tailored to each consumer touchpoint. In this ranking only 3 brands can be said to have something close to a holistic identity: Philips, Cap-Gemini and Nintendo.

The real opportunity is there to be one of the firsts tech brands to create a truly holistic sonic identity, with a perfect balance between brand recognition and flexibility. The question is...

Who dares to look beyond a sonic logo or the newest hit track?