RNIB’s sonic logo: Frequently asked questions

What is a sonic logo?

A sonic logo is the audio version of a visual logo. It is part of an organisation’s branding and is also called sound logo or audio branding. A familiar example of a sonic logo is the 4 second sound your television makes when you switch Netflix on. Another example is the whistling sound you normally hear at the end of a McDonald’s advert.

Why has RNIB chosen to have a sonic logo?

As UK’s leading sight loss charity, we feel having a sonic logo is another accessible way that the public, our customers, and anyone that interacts with RNIB can recognise the organisation through a familiar sound. Having a sonic logo means having a new way to stand out, as well enhancing our brand recognition.

What are the audio elements that have been created for this project?

As well as creating the RNIB’s four second sonic logo, a full-length audio soundtrack. The soundtrack is a modern, yet timeless sound and has the ability to flex through moods. We’ve also created a set of radio jingles that will be used on RNIB Connect Radio. These are the perfect assets to keep the pace going whilst allowing for voice to be layered on top of them. They come in different moods depending on the radios show and episode.

How will the new sonic logo and audio branding be used?

The sonic branding will launch on 6 December and will be used on RNIB Connect Radio, RNIB’s video content, and as holding music on the RNIB Helpline. We are also exploring how the logo can be applied across other areas of RNIB including our Talking Books Service, fundraising commutations the RNIB website.

How much has the sonic branding cost?

The total cost of this project was £25,000 excluding VAT which was a significantly discounted cost. We thank Molecular Sound for this.

Was a tender process put out for this project?

Yes, three suppliers tendered for the project and of those three Molecular Sound were chosen for their deep understanding and appreciation of what the brief and its objectives were, as well as being cost effective.

Have you involved any blind and partially sighted people in the creation of the sonic logo and sounds?

Blind and partially sighted people have been involved with the project throughout the development of the logo and sonic assets. From focus groups, creating the music for the soundtrack as well as utilised the voices of the community. A professional musician with sight loss was recruited to play the violin and piano for the music. Furthermore, a diverse cast of voices from the blind and partially sighted community were used for the sonic logo itself.