CelcomDigi creates new sonic logo to foster emotional connection with consumers

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Malaysian communications provider, CelcomDigi, has released a new sonic logo to accompany its recently released corporate identity in collaboration with Design Bridge & Partners and Two AM Music.

The new sonic logo was designed to create an emotional connection with its listeners and to reinforce the brand connection with customers across all touch points, according to a statement from the brand.

Don't miss: CelcomDigi unveils new corporate logo since 2022 merger

It features a versatile four-note melodic motif that allows the brand’s identity to be carried across a variety of audio assets. The melody is crafted with a pitch contour that mimics the natural inflection of the word “CelcomDigi”, which aims for the brand name to organically be prompted in the mind of listeners.

“As more brands recognise the power of audio, we're excited to have the opportunity to be a part of the movement towards sound-focused marketing,” said Oliver Stutz, executive creative director, Two AM Music.

The reveal involved a 3D animation by Design Bridge & Partners while Two AM Music crafted a sonic introduction that takes listeners through the new sonic logo.

To further amplify awareness for its new sonic logo, CelcomDigi is holding a competition that encourages users on social media to create their own interpretation of the sound. Participants can then upload their renditions using the hashtag #AWorldInspiredByYou and #CelcomDigi for a chance to win an array of prizes.

“Engaging with the community is a fantastic way for the brand to introduce the new melody, while ultimately also staying true to the brand spirit of creating a world inspired by You,” added the brand in a statement.

More and more brands are turning to sound-focused marketing. Ride-hailing and delivery platform Grab recently launched a new sonic logo that will play when a Grab merchant-partner receives a new order to differentiate the brand from other notification sounds made on the devices of merchants.

The new sonic logo comes after Grab found that there were delivery delays after GrabFood merchants did not hear or realise that a new order had come in. The custom notification sound now aims to be distinctive and to cut through the din of a noisy market or food court.

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