Sonic Branding
Creating a Sonic Brand
The How?
Combine a sonic logo (memonic) with a SFX library that gets used over and over again. Repurpose for different contexts and types of media. Soon you will have a consistent sound that is expressively flexible that can support all kinds of narratives and aesthetics while still saying ‘Brand’. The following shows how we created the tapestry that became the sound of Salesforce.
Salesforce Sonic Logo
In this montage you can see the evolution and flexibility of the 6-note sonic logo. The melody can be rendered in many orchestrations and production styles. All in all, a very flexible mnemonic, focused on melody, adaptable to sound design and a major brand identifier for the sonic domain.
Next Steps - Interaction Design
Salesforce Einstein Alexa Bot
Our team created the notification sounds for the interactive Einstein bot. This unique opportunity happened to became the base case for the sound of Salesforce. One basic mode of evolution is to repurpose an existing thing for another need, like how front arms of an animal became a wing.
Einstein Voice Assistant allowed users to conversationally interact with the Salesforce platform via the mobile app or smart speakers. The bot was originally announced at Dreamforce 2018 and then was in pilot from the Winter 2019 release.
Salesforce turned Alexa into a sub-branded interface. This was a category redefining ambitious project. We took users on an experience leap. Reducing the friction of using the Salesforce platform. Potentially cracking wide open the usability of Salesforce. It was ambitious and hard. In hindsight we’re working with devices that do this sort of thing all the time now.
These sounds became the base case for the sound of the Salesforce. The sounds found their way into all kinds of other projects from films to broadcast, events and products.
Sound for Product
Tableau Analytics Ident
Using the notification sounds from the Einstein Alexa project it became easy to iterate, creating continuity with a palate of sounds plus the sonic logo we began to stitch together the sonic language of Salesforce.
Integrate
Virtual Event Interstitials
Usually Dreamforce, the largest tech conference in the world, is attended as a live event. Since people couldn’t come together we took Dreamforce to the public as a virtual event. In this example the sound effects are used as transitional material in and out of content interviews and presentations for a live streaming event during Covid.
Iterate
Rinse and repeat over time, stay consistent and evangelize your brand sound
Score, Sound Design
the Google Invite
Here is one example of how we integrated the sonic language of Salesforce. The score and sound design of this video use the sound effects from Einstein Alexa seamlessly with the score. Listen closely to the transitions, you’ll find the SFX peppered throughout. Through repetition, consistency and repurposing, every endeavor can contribute to the equity of the brand.