ABOUT

Brief: When TikTok asked us for a sonic logo that could become a true embodiment of their brand and culture, we knew we had to make something as iconic as TikTok itself. We kept in mind their key goals of celebrating the TikTok community while driving brand affinity, and got to work. Not only that – we all know the TikTok community loves to remix and re-use sounds, so it had to be loved by them too.

Execution: On TikTok, anyone can be a creator. For this reason, we needed to develop an energising, raw and unpolished sonic brand that could be unique to the community experience. We also wanted it to capture the playful element of surprise and create something timeless, not restricted by genre or culture. We took inspiration from the onomatopoeic nature of TikTok’s name and experimented with different sound palettes, applied 808 drum patterns to honour TikTok’s musical heritage, and explored UGC sounds as musical elements. There was just one question. How do we create a sonic logo and DNA track for a brand that operates at the speed of culture? The solution was to create a fixed sonic logo that begins with an 808 sub-bass hit followed by an E major7 chord that is purposefully unresolved. It primes us for entertainment, asking: “What’s next?”.

We composed and delivered a full sonic identity package that, since late 2022, has been integrated across all marketing content globally, as well as synced on TikTok’s off-platform end cards, when someone shares a TikTok on other platforms such as Instagram or YouTube, for instance.

TikTok’s Sonic Identity Package includes:
A 2-beat sonic logo that nods to TikTok’s musical heritage
A DNA track made up of unique elements such as recognisable beats, hooks, melodies, sound design and UGC-inspired moments
3 long-form DNA adaptations (chill, daring, welcoming) for different touchpoints and needs
Sonic stickers, a brand new feature that teases the brand new sonic identity and organically captures the community-driven entertainment and creative democracy concept
Sonic guidelines for TikTok employees

The whole concept of what a sonic brand can be has been turned on its head with this project. Inspired by TikTok’s diverse creator community and the product’s unique functionality, we’ve been able to design a fully interactive sonic identity that will go on to be played with and heard by millions daily.