You may not know the term by its proper name, but odds are you’re familiar with countless iconic sonic logos. The NBC bells. The Netflix “tudum.” The “ba da ba ba ba” at the end of McDonald’s commercials. You get the point. These unique and immediately identifiable sounds are examples of sonic branding, an increasingly important part of any brand’s overall identity. 

And today, we have a big announcement for you: We’re launching our very own Snapdragon® sonic logo. Why now, you ask? Let us explain 👇.

Creating a distinct and recognizable audio asset lets listeners know that they’re getting a premium listening experience from a brand they know and love. This is especially important to us given the consumer shift towards audio-first platforms (streaming, podcasts, etc.) where visual brand assets cannot be seen. Like our visual brand identity, our sonic is an easy to recognize part of our brand. 

Teaming up with the experts at Made Music Studio — the world’s leading sonic branding agency — we crafted a sonic identity that's as unique as it is flexible. We selected Made Music Studio as our preferred partner because they create iconic, enduring, and effective sonic identities. Listen for yourself:

Sonic branding is more than just a catchy tune or a snappy jingle — it's a meticulously crafted system of sound and music assets that express the essence of a brand. It's concept-driven, research-based (including a focus group of Snapdragon Insiders who provided critical input throughout the process!), and designed with intention. Sonic branding connects the dots between customer touchpoints to form a cohesive experience that stimulates visceral, emotional connections. 

For Snapdragon, our sonic identity gives us a consistent and flexible way to express our brand through sound. Alongside visual assets, our sonic brand assets help ensure that we show up as one brand in a unified way. This means that customers not only see who we are but also hear what we stand for.

Another determining factor to develop a strong sonic identity: The emotional response to sound is 86 percent correlated with a consumer’s desire to engage or avoid an experience. That means that the sounds we hear have a direct influence on how we feel and behave — a powerful insight that informs our approach to sonic branding.

So what can you expect in the coming months? Well, get ready to see our sonic branding popping up everywhere, from social media to live events and beyond. We’re talking about a sonic experience that’s as immersive as it is unforgettable, and we can’t wait to share it with you.

If you need another reason to be excited about our sonic branding, here’s what the Snapdragon Insiders from our focus group have to say about it: 

What do you think sets the Snapdragon sonic branding apart?

I find with a lot of sonic brandings, while many are well done and even iconic in some cases, not many have soul. Snapdragon has captured the soul of the brand in a fun but also serious way that I think can stand the test of time and is really able to capture the feeling of the tech you’re using. Combining the deep base and the logo movement with lighthearted finger snapping creates the perfect soundscape for the brand. — Devin (@Lexcyn on X)

COMMUNITY! The Snapdragon Insiders are probably the most fun people to talk to, and are committed tech insiders. What makes this process and branding different from other brands is the commitment Snapdragon makes to communicate with the followers and community to involve them in the future. — Adam (@techvamp on X)

Most brands that have sonic branding — a second or two of music, a few notes and beats — are nothing special. It’s the emotional attachments, the history that gets brought back to the surface by hearing it, that matters for people. And for me, I’ll never forget having been a part of the process that produced it. That is what it feels like to be a Snapdragon Insider. — Tor (@TorHolstein on X)

What’s your all-time favorite sonic logo? Head over to Discord to discuss.