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We have created the new sonic brand identity for Audible, the USA’s largest audio book producer and retailer. This fresh, new work for one of the world’s leading audio pioneers is a testament to our rigorous, strategic approach to sound brand development.

We were briefed by Fold7, in conjunction with Audible, to capture the ‘Sound of Illumination’, a new brand concept that represents the innovation and individuality that is at the heart of Audible’s brand vision. By focusing on the creation of bright and uplifting sounds, which embody Audible’s core values, we created an optimistic and impactful sonic identity that communicates the brand’s personality in a distinct and meaningful way, whilst delivering a unique, identifiable sound signature, which differentiates the brand from its competitors.

The focal point of Audible’s new sound identity is a memorable three-tone melody that symbolises the three syllables of Audible’s brand name. With the brand placing an increasing emphasis on the ‘unexpected’, we engineered the instrumentation to provide something unconventional and unique. The quirky synth texture stands out from the rest of the sounds, and has a playful feeling, which symbolises curiosity and innovation. The lingering shimmer of the sound logo represents the brand’s enduring belief in positivity, inspiration, and, of course, illumination.

Audible’s new sonic identity is designed to perfectly complement the brand’s newly animated logo, created by Fold7 – an orange chevron that opens like a book, emitting a dazzling glow – with the two elements combining to conjure the image of a lightbulb being switched on – a vivid metaphor for bright ideas and knowledge. The Brand Marketing Director of Audible, Matthew Parker, said:

As a brand that prides itself on exceptional audio experiences, you can imagine the level of detail required to create a memorable brand mnemonic. Goldstein successfully took the ineffable (e.g. “could we make it sound more like illumination?”) and turned it into something that was powerful, memorable and distinctively Audible. We’re incredibly happy with the final result.

This ground-breaking work was done in close collaboration with the brand’s marketing team and communication partner as part of a renewed marketing strategy for 2019.