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Colgate Transforms The Universal Smile Into Its Fresh New Sonic Logo
By Mikelle Leow, 16 Jun 2021
Image via MassiveMusic
Colgate is surely all smiles with its new menthol-fresh logo that you can actually hear.
To bring those pearly whites from ear to ear, Colgate tapped creative music agency MassiveMusic London and New York to create a full sonic brand identity that reflects the brand’s assurance of “Optimism in Action” across more than 200 markets.
Happiness isn’t easily measured, especially among millions of customers, so the agency’s London wing turned to sound experts to design a sonic brand that is “culturally and regionally agnostic” anywhere in the world.
Specialists, including ethnomusicologist Joseph Jordania, agreed that certain types of humming are universally recognized as “a human expression of wellbeing.” That was an aha moment for MassiveMusic, which decided to make the happy human hum Colgate’s sonic logo.
The two-second logo consists of a blend of male and female tones, with the optimistic D Major as the overarching key. For a real and natural feel, the sound is paired in sync with Colgate’s smile visual animation.
Apart from the sound, MassiveMusic created a full “sonic architecture” for the logo to harmonize with customers worldwide. “For an overarching approach to the Colgate brand sound, our research pointed us in the direction of musical ingredients such as strong beats, thrills, bright sounds and surprising moments,” MassiveMusic explains. “We also made sure the core sonic DNA was adaptive and flexible enough, to be able to work in many different styles and music genres, but always unmistakably Colgate.”
Hear it for yourself at the two-minute mark in the video below.
[via Ad Age and Mobile Marketing Magazine, video and cover image via MassiveMusic]
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