Smith and Western Unleashes Sonic Brilliance: Bugatti’s New Sonic Logo Roars with Innovation

Smith and Western’s challenge was to capture the essence of minimal sophistication, ultra luxury, and the exhilaration associated with Bugatti’s exceptional automobiles.

The objective was to create a distinctive sonic logo that encapsulates Bugatti’s brand values, while evoking a sense of opulence, innovation, and exhilaration. Working closely with our partners at Interbrand Cologne, we began by immersing ourselves in Bugatti’s history, design language, and customer sentiments. This deep understanding formed the foundation of our creative process.

Drawing from the iconic design elements of Bugatti’s vehicles, the sonic branding experts aimed to translate those visual cues into an auditory masterpiece, brainstorming concepts that embodied minimalism, luxury, and speed.

Smith and Western’s composers and sound designers meticulously crafted a series of musical motifs that echoed Bugatti’s design aesthetics. The use of rich orchestration, precise rhythms, and dynamic crescendos allowed the to convey the exhilarating experience of driving a Bugatti.

Iterative feedback sessions were conducted with Interbrand Cologne and Bugatti’s creative team to ensure that the sonic logo aligned seamlessly with the brand’s ethos. Fine-tuning elements like tempo, instrumentation, and overall mood played a crucial role in achieving the desired emotional impact.

The final sonic logo, to be used across all of the brand’s touch-points, from TV commercials to dealership experiences, was tested across different audio systems and environments to ensure its consistent and impactful delivery.

By synergising the principles of minimal sophistication, ultra luxury, and exhilaration, Smith & Western successfully crafted a sonic logo that encapsulated the very essence of Bugatti.

Dan Higson, EP, Smith and Western said, “The Bugatti sonic logo features a foundation of a deep, resonant sub-bass drop intertwined with a subtle, rumbling undertone and a gradually swelling timpani roll.  A grand and majestic orchestral melodic surge accompanied by a delicate yet evocative string shimmer. The sonic journey culminates in a radiant and definitive piano chord that brings the dynamic sequence to a satisfying resolution.”

Hendrik Malinowski, managing director for sales and marketing at Bugatti Automobiles, said “We did not just create a new look and feel. We analysed where we came from, the historical connection we intensively referenced to when re-installing the brand in the 2000s. We evaluated, how did the Chiron change Bugatti’s positioning and brand appeal, how did the world change during the last ten years.”

Linda Marquardt, head of strategy at Interbrand in CEE, said “Bugatti’s new corporate identity and sonic logo encapsulates the iconic heritage of the brand, giving room to its unique elements, such as the EB logo while at the same time opening the brand for an entire new world of luxury experiences. This is a special moment for a brand that once again defines a league of its own.”