Listen. Stop. Look.

We live in a visual world.

That’s why our newspapers, television channels and digital environments, not to mention most of our public space, is occupied by potent communications, advertising and messaging in a variety of forms.

All of which is designed to make us stop, look and listen – whether that’s direct advertising for products and services, when the next roundabout is coming up or where the local swimming pool is.

When it comes to visual advertising messaging, logos, names, straplines and brand identities can of course be protected through trademarking.

But did you know that it is also possible to successfully trademark both sounds and sequences of notes in establishing a ‘sound trademark’ or ‘audio logo’.

This branding through sounds isn’t new of course but is becoming an increasingly popular way for brands to incorporate the power of sound memory and how it can be used to reinforce brand recognition.

A technique that is less persuading us to stop, look and listen and to more listen, stop and then look!

So, take a look and a listen to three of the most famous examples of ‘sound branding’.

Metro Goldwyn Mayer

There have been several lions over the years fronting the MGM brand but the original was a female called Jackie, whose recorded roar is the one that has endured ever since!


Intel Inside

Perhaps one of the most famous and certainly recognisable sound logos in the world. The five note ‘logo’ was composed by Walter Warzowa, and is said to be broadcast somewhere in the world every five minutes!



The ‘I’m lovin’ it’ campaign was a significant one for the fast food giant. It was their first global campaign rolled out beneath the three word slogan, with an original track recorded by Justin Timberlake as parts of the comms. The refrain of which continues to be used in a variety of audio-based forms.


Feb, 18, 2016