Michelin Introduces Audio Brand
Michelin has developed a new “sound logo” as an integral part of its corporate identity. Designed in collaboration with Sixième Son, the 32-second sequence of musical notes is designed to support the brand’s “image, message and baseline.” It will now be deployed across all media platforms (television, radio, telephone hold systems, advertising campaigns and trade fair stands). The audio brand was unveiling in parallel with the 2010 Paris Motor Show as part of a project begun in 1998 to enhance the Michelin brand and its identity.
“The new audio identity will enable the brand to express – through sound – the concepts of mobility, modern living, innovation, quality and enjoyment,” said Claire Dorland Clauzel, senior vice president Michelin Communication and Brands and a member of the Group Executive Council. “It actively supports the brand by accentuating its personality and creating differentiation. What’s more, it’s easily and widely understood. We’ve had very positive feedback from countries around the world, including China, Russia, the United States and France.”
According to Michelin representatives, the new audio identity takes into account the Group’s international scope while respecting the “cultural differences of the 170 countries in which the brand is present.” You can hear Michelin’s new sound logo and audio identity here: http://identitesonore.michelin.com.
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