Amp Reports Says The Most Effective Logos Sync Audio and Visuals
In today’s digital age, where scrolling through TikTok, Instagram, and YouTube has become second nature, many users engage with content with the sound on. This presents a golden opportunity for marketers to reconsider their branding strategies, particularly when it comes to incorporating sound into their logos. Brands are increasingly licensing music or even creating custom songs reminiscent of classic jingles to enhance their posts. A recent study by the sonic branding agency amp suggests that syncing audio with visuals in logos can produce significantly better results than simply adding music.
The Study
Amp conducted an insightful experiment involving 300 US-based participants who were shown 15 visual logos—12 real and three specially created for the study—both with and without accompanying sonic logos. Participants were then asked to rate these logos based on several positive and negative brand attributes.
Findings: The Impact of Audiovisual Logos
The results were compelling. Audiovisual logos were rated higher in terms of authenticity, relatability, trustworthiness, uniqueness, attention-grabbing ability, and likability compared to visual-only logos. Participants also found these logos to be less generic and dull. This indicates that the fusion of sound and visuals can make a brand more engaging and memorable.
The Power of Synced Motion
Amp extended their study to another group of 300 participants, this time focusing on three fictional brands. The logos for these brands were tested with three different conditions: no motion, motion synced to audio, and unsynced motion. The findings were illuminating:
Logos with synced motion were rated higher across almost all positive attributes. They were perceived as more authentic, unique, attention-grabbing, and likable.
These logos were also seen as less generic and dull.
Interestingly, unsynced logos were rated as slightly more relatable and trustworthy than both synced motion and motionless logos. According to Rex Hirschhorn, a research and insights consultant for amp, this might be because some people prefer less edited, more casual content.
“Not everything is perfect,” Hirschhorn noted. “Not everything does line up. It’s a little bit easier to digest. At the same time though, the significant difference really lies within synched motion. It pretty much performed better across the board.”
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Insights from Amp’s Best Audio Brands Report
This study was part of amp’s sixth annual Best Audio Brands report. The report ranks brands based on their sonic identity and usage frequency. Mastercard, an amp client with a detailed sonic branding strategy, topped the list. Following Mastercard were Shell, Swiss Re, AutoZone, and Norwegian telecom Telenor. Other notable mentions in the top 10 included Old Spice and Burger King, which has made a significant impact with its catchy songs despite lacking an official sonic logo.
Interestingly, fast-food giants Popeyes and Little Caesars made it to the top 15, but McDonald’s, despite its iconic jingle, ranked at No. 81.
“Sonic branding is a marathon, it’s not a sprint,” said Bjorn Thorleifsson, amp’s director of research and insights. “McDonald’s, at the moment, can jog rather than sprint, because they’ve done the sprinting.”
Conclusion
Incorporating sound into your branding efforts can significantly enhance your brand’s appeal and engagement. As digital content consumption continues to rise, ensuring that your brand's logo is not just seen but heard could be the key to standing out in a crowded marketplace. So, marketers, it might be time to unmute your brand’s logo and let it sing.
