11 December 2006
Two Red Dots for Sound Branding by MetaDesign

MetaDesign has won prizes for two sound branding projects at the 2006 Red Dot Communication Design Awards. Both Allianz corporate sound and the ending created for Audi TV commercials won a Red Dot for sound design. They were the only winners in this newly launched category.

The ending of Audi commercials, which consists of a “heartbeat” motif and visual elements such as the logo, slogan and an animation sequence, has been used on TV and in movie houses since 1994. Audi AG was eager to have the old ending enhanced in an evolutionary manner to reflect current brand personality and strengthen the brand for the future. The ending was visually and acoustically adapted to reflect the new premium positioning as well as brand and product design. The blend of sound and visual elements conveys both the brand’s prestige and its design and technology standards.

In 2005, MetaDesign developed a corporate sound program for Allianz AG to create a sonic identity for the brand and increase its recognition value. In numerous applications around the world, the brand is now communicated consistently through the world of sound. Every sound event, from TV commercials to on-hold music, strengthens the brand and its identity.

Brief description of sound branding
Corporate sound is an integral part of corporate identity. Like corporate design, it is derived from a company’s identity and tailored to target groups. Sound branding creates a consistent, comprehensive sonic identity across a variety of applications. It strengthens the brand by increasing recognition value, differentiating it acoustically in the marketplace, fostering identification, ensuring quicker brand conditioning and lending the brand greater emotional appeal. MetaDesign has carried out sound branding projects for Lufthansa, Allianz, Siemens, DHL and many other clients.