Frankfurt (LUFTHANSA) - Lufthansa is in future adding an audible note with a specially developed Corporate Sound so as to enhance recognition of the Lufthansa brand. In an intensive process, the company's brand values have been transformed into the musical sphere. Aside from the "Acoustic Logo", the Corporate Sound is composed of "Corporate Music", the "Corporate Song" and the "Corporate Soundscape". The Corporate Sound will gradually widen audio perception of the Lufthansa brand in "hold-the-line" queues, dialing tones, radio and TV spots. The Corporate Music and in particular the Corporate Song will in future be played as passengers board their flight. "With our sound branding, we are addressing another of the senses, which together with our visual branding will clearly strength our brand message and emotional appeal," said Lufthansa Executive Vice President Marketing and Sales Thierry Antinori, explaining the reasons for taking branding into the audible domain.
Transforming brand values into sound is an intricate exercise. It requires a high degree of intuition and sensitivity to create a sonic identity that precisely reflects a company's attributes. Like the corporate design, the sound of the brand communicates Lufthansa's quality message, its leadership role and its innovative skills as well as sovereignty, appeal and sensitivity. Based on a rising sequence of four tones, the acoustic logo elicits the feeling of "taking off" and "wellbeing". Only when the brand sound rests on a lasting concept and is anchored in the brand can it orientate and evoke immediate recognition on the part of recipients.
The Corporate Sound was developed by the agency MetaDesign in Berlin.
Want more analysis like this? CAPA Membership gives you access to all news and analysis on the site, along with access to many areas of our comprehensive databases and toolsets.
Find out more and take a free trial.