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Glossary

Acoustic Logo

A very short piece of music (often no more 3-5 seconds) or even just a sound that encapsulates the essence of the brand and its values. The acoustic logo can be used in many different media contexts and as an integrated part of a longer piece of brand music.

Ambience

A part of the sound design that acts as a subtle background and adds to the general feel and mood of the music or sound design.

Audible Audit

A thorough examination of a brand's current audible footprint to identify all touchpoints where sound and music is involved and evaluate how the performance can be improved.

 

Audible Touchpoints

The digital and physical places where a brand can be heard. It can be on social media, streaming platforms, TV ads, company website, podcasts, conferences, internal presentations, customer support, in-store etc.

Audio Branding

Also known as sonic branding, sound branding or acoustic branding. Refers to the intentional use of sound to represent a brand and audibly reflect its values and emotions. It also refers to the process of creating a Sonic Identity and executing a sonic strategy accordingly.

Audio Identity

How a brand sounds and is identified through sound and music. The values and emotions of a brand sonically expressed as an audible equivalent to a visual identity.

Audio Metaverse

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Audio Post Production

Audio post-production defines all the sound work that happens after the (film) production or recording is done. It can be sound design, creating audio elements such as sound effects, foley, and soundscapes. It can be sound editing and restoration, adjusting and fixing recorded sound such as dialogue, sound on set, and music. And it can be mix and mastering, creating the final sound mix often between elements like music, sound on set, foley, and voiceover, followed by the final sound master to match any broadcast standards.

Audio Signature

A very short piece of audio (often no more than 2-5 seconds) or even just a sound that encapsulates the essence of the brand and its values. The audio logo can be used in many different media, UX or product contexts and as an integrated part of a longer piece of brand music.

Audio Strategy

The way sound is used by a brand, e.g. where to use the sound logo and how often, how to secure consistency audio-wise through coming campaigns, when to use brand music and with what visual content, etc. It is important to form an audio strategy to ensure that the sonic branding will have the optimal impact.

Audio UX

The part of the user experience that consists of sound and is adding to a better experience of the product and the brand. It can be a notification sound in an app on your phone, a confirmation sound on a charging station for your electric car, or any other sound that will carry some kind of message from a product (physical or digital) to the user.

Bespoke Music

Music that is fitted meticulously to the brand and the specific purpose. Bespoke music is superior to stock music because it evokes emotions that match the brand values much better and makes people connect to the brand more deeply.

Bespoke Sound Design

Sound that is fitted meticulously to the brand and the specific purpose. Bespoke sound design is superior to stock sound effects because it evokes emotions that match the brand values much better and make people connect to the brand more deeply.

Brand Music

Music that is composed specifically to reflect the values and emotions of a certain brand.

Brand Sound

Sound that is created specifically to reflect the values and emotions of a certain brand.

Composer

The person who creates or writes the music. In the business of sonic branding, there can often be an overlap between role definitions and areas of work, which means that a composer, a sound designer, and a producer can be the same person.

DAW

Digital Audio Workstation. A computer application where the music is recorded, edited, mixed, and treated in every way imaginable. Pro Tools, Logic, and Ableton are a couple of the most popular.

There are many names, terms and phrases flying around in the realm of sound and music and we’re often asked what they mean. Therefore we want to clarify some of the most common ones in this little glossary. They come in alphabetical order and we will try to update the list as new words constantly arrive.

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