Our sound brand completes the ISR branding. After all, with its updated ISR design, 2019 has been a particularly successful year in terms of visual appearance.
Acoustically, however, we have been silent until now. ISR was a visible brand, but not an audible one. Today, we are closing that gap.
Corporate identity completed by a new brand sound
In March 2019, Corporate Marketing gave ISR a new look.
As a consequence of the transformation that the company was undergoing and is still undergoing, internal and external communication also changed. A new design was intended to reflect our own transformation, but also that of the IT market. Another goal was to create a modern and consistent image of ISR that would be recognizable.
In terms of appearance and content, we believe that we have been quite successful in this regard. Over the past two and a half years, our new corporate design has not only been optimally developed and established internally among our employees, but also on our website and social media channels.
We were visible: to our customers and partners through interesting technical articles in our news blog, but also through webinars and virtual events, which we primarily announced on LinkedIn. As an employer, we were able to position ourselves positively through a trade fair appearance and many behind-the-scenes insights on InstagramandFacebook. Especially with video projects (see also ISR YouTube channel), we wanted to take advantage of the opportunity to be recognizable acoustically in the future. Although we always used music in individual campaigns, the ISR brand was not audible. There was no sound core.
We realized that a consistent sound could help communicate the brand message in a very intense and therefore memorable and emotional way.
An ISR sound logo was the first step
By mid-2021, it was clear that a sound logo, a kind of aural corporate design for a brand, should complete our image. We set out to find an agency with a lot of expertise and endedup at Groves↗, who "think in sound" and wanted to support us in "creating auditory brand value."
We agreed that the new Audi logo should reflect the spirit and values of the brand. Translating the attributes of quality and trust into sound was therefore just as important to us as finding a level of activity, a mood, and a modernity that perfectly suited ISR. To ensure long-term and effective use, it also had to be timeless, unique, and memorable.
What's behind ISR sound branding
The new ISR sound logo consists of two musical parts: it begins with a tonal triad matching the company name "I-S-R," followed by a catchy melody based on the wording of the slogan "for your digital smile."
The melody is chosen so that it begins with an ascending interval (fifth), an approach that attracts attention, and then moves toward the tonal root note.
The subsequent claim melody picks up the initial interval again and also ends on the root note in G major. The chosen combination of initial sound and subsequent melody also offers the possibility of using the sound logo in a greatly shortened but still clearly recognizable form.
The familiar, very classic setting of a speech rhythm (e.g. in the form of a jingle) is brought into the modern age by the way it is produced using a mid-frequency synthesizer.
In our two worlds, human and technology, the claim of the sound logo represents the technological part; the choir at the end represents the human part.
The sound logo is supported by deep, rhythmic bass elements that suggest agility and forward movement. The impression of power conveys an additional sense of security and stability.
Brand music and its use at various touchpoints create auditory brand value
Our sound logo does not stand alone, but brings with it a whole world of sound. In addition to the five-second sound logo, four emotionally different brand music pieces were initially composed, giving us a wide range of applications.
In addition to an emotional and a more mainstream-style composition, the commission also included an epic and a rock-style piece of music. These pieces of music have a positive and uncomplicated effect, but also technological, powerful, and modern. A sound that met our expectations: it is unique, timeless, and appealing.
Now you want to know what it all sounds like? Form your own opinion? Gladly! Have a listen here...
You are also welcome to comment on the video on our YouTube channel. We look forward to your feedback!
Our audio business card has a wide range of possible uses
Our sound logo and sound bed with brand music will initially be used primarily in video and social media. It can be used as an intro or outro in video clips, online ads, or new formats such as stories, reels, or even on company profiles. We also use our ISR sound in more elaborate presentations.
In the medium term, there will of course be many more audible touchpoints that we want to use to our advantage. From cell phone ringtones and telephone waiting loops to stage and trade fair appearances, ISR can then be experienced audibly. We will also make an acoustic mark in our software products, how-to videos, and webinars by using the sound logo modules.
Be curious to see what happens. We would be delighted if you would join us on this exciting journey of sound.
The ISR team embraces the new sound
After the new brand logo was presented within our company, it immediately struck a chord with many of our musically talented colleagues. And so it didn't take long before the first imitations reached the corporate marketing team. What does it sound like? Well, like this...
Do you have any questions about corporate sound, brand music, or corporate identity? Please feel free to contact me.
Jenny Dornberger
Team Lead
Corporate Marketing
marketing@isr.de
+49(0)151 422 05 250
