BMW introduces a new ‘sound logo’..

I bet you weren’t aware that BMW had a sound logo. All right, perhaps you were, but did you notice they’d changed it?

If you’re scratching your head wondering what I’m talking about, I’ll show you what I mean.

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• Old sound logo:

  During the last 14 years, every BMW ad has ended with a ‘double gong’ sound – expect for those on BMW TV which use a keyboard clickety-click sound (mimicking the typing of ‘bmw-tv.com’).

  Now, according to BMW’s brand management team, it’s time for a change.

• New sound logo:

  In the new logo, sound elements are played forwards and backwards in a way that symbolises flexible mobility. The melody is introduced by a rising, resonant sound, underscored by two distinctive bass tones that form the sound logo’s melodic and rhythmic basis. It builds towards a shimmering finish which is said to represent the joy of progress, of dynamism and of Sheer Driving Pleasure.

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If ever you need evidence of the notion ‘simpler is better’, then read the explanation provided by sound designer, Thomas Kisser, who developed the new logo:

“It was a very intensive process and a wonderfully exciting challenge right from the start. The questions I asked myself at the outset were: What does the BMW brand sound like to me? Which sound themes represent the values I associate with BMW, such as Sheer Driving Pleasure, aesthetic appeal and power? And how can I create a sound logo that clearly differentiates the brand from other brands – especially other automotive brands?”

With the greatest respect to those who make a living out of such sound compositions, are you sure you’re not over-thinking this whole sound logo thing? Not even a little bit?

The new sound logo will play at the end of BMW’s ads on TV and radio, as well as all BMW product and brand films, starting from later this week in the French and UK markets.