OVERVIEW
As part of our ongoing sonic branding partnership with Spotify Advertising, Listen developed a sound logo and sonic brand strategy for the department store retailer Burlington, launched in conjunction with an audio advertising campaign on Spotify.
SERVICES
Sound Logo, Sonic Brand Strategy
APPLICATION
Audio Advertising, Digital Content
OVERVIEW
As part of our ongoing sonic branding partnership with Spotify Advertising, Listen developed a sound logo and sonic brand strategy for the department store retailer Burlington, launched in conjunction with an audio advertising campaign on Spotify.
SERVICES
Sound Logo, Sonic Brand Strategy
APPLICATION
Audio Advertising, Digital Content
OPPORTUNITY
While many associate Burlington with coats, the retailer's signature deals extend to clothing and home furnishings. Finding a good price at Burlington can be exciting on its own, but these deals can mean more, empowering diverse (and often Spanish-speaking) customers with affordable prices that build confidence and bring families together. The sound we created needed to represent not just the thrill of a low price, but the unique sense of optimism the brand builds through its deals.
PROCESS
We crafted a sonic brand framework for Burlington's sound logo that could ladder up to the brand purpose, foregrounding energy and vibrancy, while also layering in warmth that lends a depth sense of depth and weight to Burlington's sound.
BRAND DNA
Enticing: Vibrant, energetic movement
Exciting: Bright, bold melodies
Empowering: Warm, confident textures
SOLUTION
The sound logo for Burlington pairs a quick tempo with a vibrant, richly textured melody to evoke the energy of the brand's tagline, “Love the Deals." We composed the sound to consistently underscore Burlington's sign-off within the initial Spotify audio ad campaign, and across digital and TV ads in the future to build brand attribution and equity over time.
The sound logo needed to fit in seamlessly as part of the final signoff in the ad, transitioning out of music into this signature brand sound, synchronized to the visual logo animation in the end card.
Our solution was to build a sound logo toolkit with a hero sound logo and variations that suit different content moods and formats. Optimized for flexibility, but with consistent use of a core melody across all logo assets, the system is designed to build brand recall over time.
HERO SOUND LOGO
The Hero Sound Logo is designed for use across varied content, with a three-note version for ads promoting the full Disney Bundle and a two-note version intended for ads promoting subscriptions for two of the platforms.
SOUND LOGO VARIATIONS
Heavyweight
Deeper bass sounds and darker chord textures designed to suit dramatic content and bolder music.
Lightweight
Less bass and reduced melodic elements, but with brighter high frequency textures to suit playful content and understated music.
IMPACT
Burlington uses the sound logo on all audio ads and plans to continue implementing across English- and Spanish-language campaigns. The brand is already seeing strong results in building memorability and association through a sound logo, with an 8% lift in brand recall on sonic media compared to non-sonic media according to Spotify Advertising.
OPPORTUNITY
While many associate Burlington with coats, the retailer's signature deals extend to clothing and home furnishings. Finding a good price at Burlington can be exciting on its own, but these deals can mean more, empowering diverse (and often Spanish-speaking) customers with affordable prices that build confidence and bring families together. The sound we created needed to represent not just the thrill of a low price, but the unique sense of optimism the brand builds through its deals.
PROCESS
We crafted a sonic brand framework for Burlington's sound logo that could ladder up to the brand purpose, foregrounding energy and vibrancy, while also layering in warmth that lends a depth sense of depth and weight to Burlington's sound.
BRAND DNA
Enticing: Vibrant, energetic movement
Exciting: Bright, bold melodies
Empowering: Warm, confident textures
SOLUTION
The sound logo for Burlington pairs a quick tempo with a vibrant, richly textured melody to evoke the energy of the brand's tagline, “Love the Deals." We composed the sound to consistently underscore Burlington's sign-off within the initial Spotify audio ad campaign, and across digital and TV ads in the future to build brand attribution and equity over time.
The sound logo needed to fit in seamlessly as part of the final signoff in the ad, transitioning out of music into this signature brand sound, synchronized to the visual logo animation in the end card.
Our solution was to build a sound logo toolkit with a hero sound logo and variations that suit different content moods and formats. Optimized for flexibility, but with consistent use of a core melody across all logo assets, the system is designed to build brand recall over time.
HERO SOUND LOGO
The Hero Sound Logo is designed for use across varied content, with a three-note version for ads promoting the full Disney Bundle and a two-note version intended for ads promoting subscriptions for two of the platforms.
SOUND LOGO VARIATIONS
Heavyweight
Deeper bass sounds and darker chord textures designed to suit dramatic content and bolder music.
Lightweight
Less bass and reduced melodic elements, but with brighter high frequency textures to suit playful content and understated music.
IMPACT
Burlington uses the sound logo on all audio ads and plans to continue implementing across English- and Spanish-language campaigns. The brand is already seeing strong results in building memorability and association through a sound logo, with an 8% lift in brand recall on sonic media compared to non-sonic media according to Spotify Advertising.