Specific topics
Sonic branding - music
Audio is at the heart of everything we do. Using the power of music, voice and sound, we can create unique and unforgettable moments and experiences that empower our audience, connecting them to what they truly value.
Sonic branding is the consistent and global management of the sound of a brand (music, voice and sound) across time, territory and touchpoint. If consistently and systematically applied, and cultivated in harmony with visual identity and brand experience, sonic branding has many benefits.
When correctly applied, a strategic approach to the music, voice and sound has a role to play beyond communications, engaging customers and partners consistently across all audio-ready touchpoints.
Advertising & PR
Press, radio, TV, internal
Digital platforms
Social media, web, apps, slides, voice connected technology
Environments
Events, conferences, presentations, trade fairs, customer service on-hold, office spaces
Creative principles
Usage of the Phonak sonic branding assets
- We have created an initial library of approved sonic themes, and you can choose between these variants depending on the context and the feel required.
- These assets should be used without any alterations or modifications.
- The use of the approved ‘Sonic logo’ (alongside our visual brandmark) as a sign off at the end of films is mandatory. You can download the editable Video outro template below.
- New approved versions of the logo will be created in the future.
- Requests for changes, or adaptions should be directed to branding@phonak.com before creating any new versions.
Phonak master music theme "life is on"
Our brand goes beyond brand identity; the Sound of Phonak gives us the opportunity to tell our audiences who we are and what we stand for, through music, delivering an impactful and more immersive experience of our brand.
The music is owned by the brand so it becomes a unique and distinct brand asset – we use (and if required) make our own.
Our musical theme ‘life is on’ is flexible enough to adapt to any use; long or short.
GenAI music
Before using music and/or voices generated or edited with AI, it is essential that you first familiarize yourself with the topic and the legal pitfalls of generative AI images.
Please consult the relevant chapter Generative AI (GenAI) here
Production matrix
This matrix helps you to select the right kind of asset for your purpose.
Phonak sonic library
Type of music track
To use..
Main music theme
This is our hero music theme.
Use this variant if you are in any doubt.
– for videos with a hollistic approach where no spoken words are used
– as “on hold” music on the phone
The hook
This is the catchy combination of tones and rhythm that stays in the listener’s head.
– in combination with the video outro
– as chime for an announcement
Background variant 1
This is a reduced and calm variant.
– for testimonial videos or interviews
Background variant 2
This variant is more uplifting and a bit more intense than the background variant 1.
– for how-to-videos
– animated illustrations
Sphere variant
This is the “sound carpet” that is floating to create a warm, calm atmosphere.
– for the final minutes before the “show” starts to give the audience a positive experience
– as background music at exhibition stands (endless sound loop) or for in-store sound systems
– also for road shows, sale presentations, sales presentations, media day, call centers,etc.
Vision/tech variant
– to support tech and vision orientated content such as movies that showcase the vision of hearing technology.