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Sonic language

In: Sonic Branding

Author

Listed:
  • Daniel M. Jackson
  • Paul Fulberg

Abstract

The visual branding world is very familiar with the concept of a language system. This would traditionally be composed of a colour palette, a font, perhaps a photographic style, layouts and shapes that are considered the language of a brand and can be used in most combinations in branded communications. In the world of sonic branding, the language system required is at least as complex, if not more so. What creates the difficulty is the fact that sound has a relationship with the passing of time that visuals, apart from film which is still rarely used in brand communications, do not share. A brochure or a press ad stands still. Sonic branding moves through time. As a result, it is much harder to define than colours or shapes. There is no set classification for sounds as yet devised because the temporal element gives sounds an infinite number of possibilities. Therefore, Sonicbrand is inventing the equivalent of a Pantone system as it goes along, though I doubt we will ever reach the point where all sounds are classified and numbered.

Suggested Citation

  • Daniel M. Jackson & Paul Fulberg, 2003. "Sonic language," Palgrave Macmillan Books, in: Paul Fulberg (ed.), Sonic Branding, chapter 0, pages 124-128, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50326-7_23
    DOI: 10.1057/9780230503267_23
    as

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