PIRATE SOUND Is Revolutionising Brands Through Sonic Identities

Recognising the pivotal role of sound in establishing a brand's presence, PIRATE SOUND has utilised its ‘what, why, and how’ approach to sonic branding to partner with two iconic Canadian brands, Canadian Tire and CBC, to craft distinctive sonic identities that epitomise their essence and resonate with audiences.

The ‘what, why, and how’ approach that PIRATE SOUND harnesses, align with the three most important rules for leveraging sonic branding; 1. Be creative. 2. Be distinct. 3. Be consistent over a long period of time. Tom Eymundson, Partner at PIRATE SOUND, comments, “We employ our three-step Sonic Branding methodology. It’s anchored in a strategic rationale which helps remove subjectivity — that's key to why it works.”

“Adhering to this ‘what, why, and how’ methodology is how we develop sonic identities that resonate. The reason it works is that we resist the urge to jump to an execution (the ‘how’) before we figure out the ‘what’ and the ‘why.’ That’s also how we avoid ‘flavour of the month,’ and ‘what's hot now’ traps."

Understanding the enormous potential of sonic branding, PIRATE SOUND harnesses the power of sound to foster emotional connections, differentiate from competitors, and elevate brand recognition. Sonic branding not only compliments visual identities but also provides a powerful tool for establishing a lasting impression in the minds of consumers.

Canadian Tire marked their 100th anniversary with a revamped visual logo, PIRATE SOUND supported Publicis to design an innovative three-note mnemonic that embodies the pillars of confidence, positivity, and playfulness, echoing the spirit of their iconic inverted triangle logo.

Speaking on the project, Sandra Baumander, creative director at Publicis says, “As a brand with a highly developed and easily recognised visual identity, Canadian Tire lacked an audio expression. We recognised the need to add a powerful new dimension to the brand and the opportunity to strengthen recall, attribution, and appeal across the country. We partnered with Pirate Sound, who absorbed the brand’s personality and purpose. Together, we created a distinct mnemonic that will become a critical component of how people recognise Canadian Tire today and in the future." 

For CBC's sonic identity, the team were challenged with developing an audio identity that not only acted as the audio-sibling to the brand's new visual logo, but would create a connection to younger, racialised, indigenous and newcomer audiences. The result was a mnemonic made up of an eclectic mix of instrumentation representing the diversity of Canadians, with the sonic branding artfully playing off of the letters "C", "B", "C".

Munro Cullen, senior creative director at CBC speaks on the collaboration, “When invited to board the Pirate ship, I was immediately struck by the enthusiasm for collaboration and willingness to understand and work for the best creative. Sound isn’t easy and ultimately the folks at Pirate approach tasks with creative listening. They care for their work and we found a sound that will help our brand be heard by all audiences. I’m grateful for the experience.” 

Not forgetting their own brand, PIRATE SOUND have unveiled a new sonic branding signature that encapsulates the essence of their identity. Inspiration was born out of exploring morse code as one of the earliest ways of sound communication, and during the process, the team were inspired by some of the radio signals used by 'Radio Caroline' from its first radio broadcast in 1964.

Vanya Drakul, partner at PIRATE SOUND, adds: "We wanted to incorporate some of the static and ship sounds and make them work cohesively with morse code spelling out PIRATE SOUND. We also made a condensed PS version, that is more of a typical 2-4 second sonic branding signature."