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The Rise and Rise of the Sonic Logo

A logo is not a brand, but it has an important role to play in branding: it instantly represents the brand’s character, introducing us if we’re not acquainted or reminding us if we’re old friends. A logo is like a photograph – not the real thing, but a good reminder. Logos have been so effective that every company has at least one – which is where the problems begin.

I call the problem ‘over messaging’. Each of us now encounters a staggering 30,000 commercial messages every single day, and the vast majority of them are visual. This means that for the next few years at least, sonic logos – by which I mean short sonic mnemonics that are the exact audio counterparts of the visual logo – are going to be worth considering simply because they are relatively rare and can thus act as powerful differentiators. However there’s more to sonic logos than curiosity value alone: used wisely, they work exceptionally well. The also go back much further than you might think.

Sonic logos have actually been around for hundreds of years: street calling used to be the main way tradesmen advertised their services, as wonderfully romanticised in the film Oliver. It’s only a few decades since that practice ended: I can remember the ‘rag-and-bone’ man’s mournful shout of “anyoldiron?” from my childhood in London. The modern-day equivalent is the ice cream van: just watch the cathartic effect of its chimes on surrounding buildings on a hot summer’s day to see the potency of sonic logos deployed in the right place at the right time. Most ice cream chimes are generic, but in Sweden the Hemglass ice cream tune is a universally known and loved sonic brand.

As soon as the advertising industry got sound to play with, it saw the potential of memorable music/voice combinations and the jingle and tagline were born. The dividing line between jingle or a tagline an a sonic logo is blurred. In general, jingles and taglines come and go with campaigns and rarely live for more than a few years. Even the most memorable usually get retired. “For hands that do dishes…”; “It’s the real thing”; these and many more once-mighty jingles or taglines are now languishing in retirement homes, though the brands are still very much with us today.

Some taglines have become sonic logos through sheer memorability. One in particular has outlasted entire generations of customers: Tony the tiger has been saying “they’re gr-r-r-r-reat!” since 1951. This is probably the longest-running sonic logo in the world, and it has now outlived its voice-over artist. Thurl Ravenscroft voiced many Disney characters but Tony was his greatest achievement. He was Tony’s voice for over 50 years until his death in 2005; today, Lee Marshall carries the baton.

Some of the most successful sonic logos have even been registered as trademarks: the roar of the MGM lion and the old NBC three-tone chime are two examples.

These examples notwithstanding, it wasn’t until the 1990s that sonic logos started to be taken really seriously and their use considered by many major brands. The sea change came with Intel. Its four-note sonic logo, composed by Austrian musician Walter Werzowa, has become one of the best-known sounds in the world, and has spearheaded Intel’s extraordinary success as a brand – given that this is a product nobody ever sees and nobody ever buys.

Today, sonic logos are more in play then ever before. UK insurance giant Direct Line has a sprightly bugle call, which speaks volumes about urgency, assistance and playfulness in just three seconds. Apple has its comforting, uplifting start-up sound, engineered in 1991 by Jim Reekes and still shipping 16 years later. (It is inexplicable that the mighty Microsoft has never seen the value of a single start-up sound; the sound of Windows has changed with every successive version of the software, so that now there is no sound of Windows. They may be learning through: huge amounts of time and money were invested in ‘a language of sounds’ for the Xbox 360.) Lufthansa has invested in a corporate sound, comprising four rising tones that are aimed to convey feelings of taking off and wellbeing. Siemens has recently added a seventh element to its branding: sound has now joined logo, claim, typeface, colours, layout and style as one of the basic building blocks of the Siemens brand. The company has created both an ‘audio signature’ (aka a sonic logo) and also some mood sound as part of its new palette. Even political parties are joining in: Wales’s Plaid Cymru has a short sonic logo to welcome you in peace and harmony to its website.

The evidence is that more and more major brands are creating a sonic logo as a matter of course. With the continuing rise of mobile devices (along with custom ring tones and downloaded digital sound) I believe we have not yet scratched the surface of the sonic logo.

Is it time your brand found its voice – before your competitors find theirs?

To Make Your Own Beats is Easy With Sonic Producer

To make your own beats can be both time consuming and complicated. But choosing the right beat making software will save you from all these hassle. The best example of this is the Sonic Producer.

Sonic Producer is the easiest and most effective software to use music producer to make your own beats. It’s perfect for any types of users. Plus, its incredible feature of importing your created music to MP3 file is superb!

So how does this software differ from any other beat making software? The answer is simple. Unlike any other beat making software, Sony Producer has various features that you can utilize to make your own beats easier and faster. Plus, it comes with an easy to follow video tutorial that thoroughly explains how to use the application, as well as on how to navigate its keys and software controls.

With this software, whether you’re already a veteran or still new in music production, developing a creative style to make your own beats turn into a high quality music will just be a piece of cake. Aside from this, its friendly-user interface will help you develop some techniques to master the sequencer and key controls, making you an expert of music production. Doesn’t that sound good?

To make your own beats of high quality doesn’t have to be very complicate and time consuming. It can actually be accomplished in just a few minutes with these incredible features of this software. So what are these features? Here are some:

It contains music production video tutorials for operating the Sonic Producer software, as well as on how to manipulate different keyboards and studios. All these and other supplied documentations are available for you online to make your own beats more fun and exciting.

Sonic Producer features hundreds of pre-existing sounds in its library giving you a wide variety of choice to make your own beats as creative as you like. You can experiment by downloading other music online and adds it up into your library.

Aside from lessons and tutorials to make your own beats, Sonic Producer also teaches you to learn how to use different musical instruments such as piano and on how to produce music from them. The production lessons such as Logic, ProTools, software instruments, and keywords are just few examples of controls that you can operate to make your own beats achievable.

The flexibility of Sonic Producer makes it operable on all computers and operating systems. Whether you have Mac or PC, your this beat maker software is perfect to make your own beats a high-quality produced music.

Since learning to make your own beats is easy and fast, you can now be proud and make a big impression to your family, friends and potential music buyers. Because of this, you are given the opportunity to make money from your music creation. You can either do direct selling or put up your own business similar to Sonic Producer.

All these features described are just few or the many functions and advantage of Sonic Producer to make your beats very effortless, while saving your time.

Best Sonic Games

Sonic games have become very popular to both children and adults, and that is because Sonic is a fun and entertaining game to play. It has been around since 1991 and since that time period the blue hedgehog has gained many fans. Although Sega has stopped its production in the console business, you can still find Sonic games available for other entertainment system, on more importantly, online for free.

Some of the best Sonic games include:

Sonic the Hedgehog 3

In this game we find Sonic chasing Robotnik to Angel Island, and this is where his arch rival Knuckles is met. In this version of the game we find a red version of Sonic whose character move is a fist punch. We find that in this version of the game, the levels are more competitive, also we see a much better story line compared to much earlier versions of Sonic games. This game was the last of the franchise to ever appear on the Sega Genesis.

Sonic the Hedgehog 2

The introduction of Tails took place in Sonic the Hedgehog 2. At first glance, he might not appear to be an important aspect of the game however think again as he brings more fun and entertainment to the game but is also somewhat playable. Because of his size and characteristics, he can access areas in the game that Sonic can’t get into.

Sonic and Knuckles

Sonic and Knuckles introduced multiplayer game play to the Sonic franchise. In this game you are given the option to choose between Sonic or Knuckles in which each character has its own level of skill. Knuckles is capable of punching through walls and can glide whereas Sonic is much quicker and can also do double jumps. Also note that both characters can be played on the screen at the same time, with one being the second player.

Sonic Adventure

3D development was first introduced for Sonic through Sonic Adventure. It became popular very quickly and fans enjoyed the game as it added dimension, enhanced graphics and a lot of fun to the ever popular game.

A good proportion of the games listed are 2D games, the younger generation of Sonic fans may not be very familiar with the 2D version of the game. Technology has grown and advanced over the years so gaming has changed from the way it use to be back in 1991 when Sonic was first introduced. The 2D older games were the most popular of the franchise as that is when Sonic was in competition with Nintendo’s product, Mario.