Those of you in the greater Charlotte area may already be familiar with the signature BMW "double gong" sound logo that has been used in commercials and videos over the last 14 years. Although this has been a great way to help promote the new BMW lineup in the past, members of the automaker's Brand Identity Management have decided that it's time to spice it up.
As fun as it may seem to develop the perfect sound logo to represent the brand, it is actually quite a tricky process. After all, a 2-second sound has to encompass BMW values in just the right way. This is why the automaker called upon the help of Thomas Kisser, a sound designer from HASTINGS media music.
When asked about the experience, Kisser explains, "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?...Important criteria for the development process included global cultural compatibility, variability of application, brand fit and recognition value."1
The final sound logo will debut this month in the French and UK markets, and it will then become incorporated into other markets. A sneak peek is available here, as the sound plays at the end of this British BMW commercial: (http://www.youtube.com/watch?feature=player_embedded&v=ujmadGhBFhk).
Here at Hendrick BMW Northlake, we enjoy the boldness that BMW chose with this new sound logo. Let us know what you think, by visiting our BMW dealership at 10720 Northlake Auto Plaza Blvd. Charlotte, NC 28269 and serving the Greensboro, Rock Hill, Hickory and Greensboro areas. While you are here, we will gladly show you any of our new or used BMW models, or answer any questions that you may have. We look forward to assisting you!
Source: 1http://www.autoevolution.com/bmw-blog/bmw-introduces-new-sound-logo-video-56578.html
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