Why Do We Remember Sonic Logos More Than Visual Ones?
A quick question for everyone…. Why do we remember sonic logos more than visual ones?
Sonic branding isn’t new - it’s been around in TV, film, and broadcasting for decades. Think about the MGM lion’s roar, the little kid saying “I Made This” at the end of The X-Files, or the “Shh. Da da daa daa daa daa daa da daa” from Gracie Films at the end of The Simpsons. These sounds are instantly recognisable, and they’ve stuck with us for years.
And it’s not just those examples, there are loads of iconic sonic logos that have become ingrained in pop culture! The 20th Century Fox Fanfare - that big, brassy intro before classic movies. Even if you haven’t heard it in a while, you can probably hum it. THX Deep Note - that eerie, swelling synth sound that tells you you’re about to experience some serious audio quality. The Pearl and Dean logo - I can almost smell the popcorn!
These sounds trigger something in us. They make us feel something, whether it’s nostalgia, excitement, or just the comfort of the familiar.
So why are brands only just catching up?
The reason sonic branding works so well is because sound taps into emotion. Studies have shown that brands with strong audio identities are remembered more than those without.
A study by the University of Leicester found that brands with music that fits their identity are 96% more likely to be remembered than those with non-fitting music or no music at all. A simple sound can spark recognition way faster than a visual logo ever could.
For years, companies have focused on their visual branding - logos, colours, fonts. But here’s the thing: brands love to tweak and update their logos. Can you picture the original Coca-Cola logo? What about FedEx’s first logo? Or Microsoft’s? Chances are, you’d struggle to remember them exactly.
But sound is very different. When a sonic identity is done well, it sticks with us for life. That’s why more brands outside of entertainment are beginning to invest in audio.
There’s no doubt about it - sonic branding just lasts longer than visual logos.
Visual logos change. Sound stays with us. That’s why more brands are realising that a great sonic identity isn’t just a gimmick - it’s a long-term way to be remembered.
