Because we feel faster than we think, sound is a very strong identifier and could be called the emotional part of our brand. And just like our visual identity, our sound identity is part of our uniting global 'language'.
Our sound supplements our visual elements and helps us communicate our brand. The strategic use of sound is applied in order to strengthen our brand identity by securing a consistent and coherent audible performance across our touchpoints.
Altogether, this audio identity and music toolbox is created to ensure more efficient use of music by providing a comprehensive library of sound with the advantages of easy accessibility, high flexibility, optimal brand fit.
All music can be used freely in all media within the Carlsberg Group without limitations or restrictions.
Our sound logo is the core element of our audio Identity and is designed as an audible reflection of our brand. It should be used as our signature sound mark whenever appropriate and possible.
The sound logo exists in three different tempos that each fits the different brand moods (download brand moods below). It is based on a short and distinct melody consisting of six notes complemented by a dynamic sound design that supports the animation of our logo and crafted hop leaf.
The animated logo and sound exits in different versions:
With green background
With white background
With or without our purpose tagline Brewing for a better today & tomorrow
All of them in 3 different tempos, that fits each brand mood. In that way, our animated logo easily can be inserted into any films and seamless fit with our brand moods.
Our Audio Identity contains different brand moods and musical expressions that are composed and produced in different fixed lengths for easy implementation in films, presentations, events etc. The music can be easily tailored to create the expression you need for any communicative purpose.
Custom made music reflecting our image
Enables easy use of music and fast production
Consistency across media and brand touch points
Synergy and cost effective use of music
Easy to expand over time with more musical expressions
In the Soundcloud players below you can listen to and download .wav files of our brand mood editions.
Our ring tones and SMS sounds are composed as an addition to our overall audio identity with various editions. Listen to individual sounds and download on Soundcloud to the right or download whole package for Android and iPhone below.
If you need more flexibility, you can also create your own version of each brand mood for your specific need. The Music Toolbox is a collection of samples and music building blocks, that easily can be put together to create the desired musical expression.
Watch the below tutorial on how to use the music toolbox.