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      03-19-2013, 11:55 AM   #1
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Lightbulb BMW Ads Get New Signature Sound Logo. Here's How It Sounds

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BMW Ads Get New Signature Sound Logo. Here's How It Sounds
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After 14 years, BMW is changing the signature sound logo in its ads. What's a sound logo anyway? It's the signature sound (double gong tone) that you have been hearing at the end of BMW commercials for years.

BMW has now revealed its new sound logo (listen in the video below).

As part of the evolution of our acoustic branding, we are replacing the ‘double gong’ used for the past 14 years with a new sound logo, which gives the brand a distinctive modern, aesthetic and dynamic recognition factor and can be used in many different ways worldwide,” says Joachim H. Blickhäuser, head of Corporate and Brand Identity at BMW Group.

It was a very intensive process and a wonderfully exciting challenge right from the start,” sound designer Thomas Kisser of Hastings media music, commented on the development of the new sound logo.

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? And how can I create a sound logo that clearly differentiates the brand from other brands—especially other automotive brands? Important criteria for the development process included global cultural compatibility, variability of application, brand fit and recognition value.”



That BMW would take great care about a signature sound logo comes no surprise. In the engineering process for its cars, BMW has sound designers (acoustic specialists) obsessing on every sound in the car, from the exhaust note to the window motors. This process was featured in CNBC's recent documentary on BMW - "A Driving Obsession". See the sound design process in the following segment from that documentary (starting at 1:25 of the video)


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      03-19-2013, 12:47 PM   #2
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Why not
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      03-19-2013, 12:57 PM   #3
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I like the old one!
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      03-19-2013, 01:03 PM   #4
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Quote:
Originally Posted by Maz335i View Post
I like the old one!
I do too
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      03-19-2013, 01:06 PM   #5
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Quote:
Originally Posted by Jason View Post
I do too
+1
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      03-19-2013, 01:07 PM   #6
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Quote:
Originally Posted by Maz335i View Post
I like the old one!
+1. sounds a lot more... menacing and meaningful
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      03-19-2013, 01:07 PM   #7
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Definitely like the old one better. The new one sounds like a noise an old computer would make. Audi beat us on this one IMO, love their sound logo.
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      03-19-2013, 01:09 PM   #8
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prefer the old one
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      03-19-2013, 01:10 PM   #9
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Quote:
Originally Posted by JL328i
Definitely like the old one better. The new one sounds like something an old computer would make
+1
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      03-19-2013, 01:12 PM   #10
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I always thought that the "welcome" sound inside the car was pure sex. I always get great compliments from my passengers (non-BMW drivers) too.
When I watched that NBC documentary and found out that they had a guy specialize in sounds, I was not surprised. By the way, the sound is shared with Rolls-Royce cars. I hope they never change that sound

As for the logo sound, I always liked the old one and wondered why they don't use that double gong in the US.
I don't hate the new sound logo, but doesn't sound luxury, premium, nor modern. I'll give dynamic sound though which I'm not sure should be a priority.
But for some reason I do like it.

Edit: Audi has by far the best sound logo, imo
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      03-19-2013, 01:19 PM   #11
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Keep the old one!!!!
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      03-19-2013, 01:20 PM   #12
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Quote:
Originally Posted by Jason
After 14 years, BMW is changing the signature sound logo in its ads. What's a sound logo anyway? It's the signature sound (double gong tone) that you have been hearing at the end of BMW commercials for years.

BMW has now revealed its new sound logo (listen in the video below).

As part of the evolution of our acoustic branding, we are replacing the ‘double gong’ used for the past 14 years with a new sound logo, which gives the brand a distinctive modern, aesthetic and dynamic recognition factor and can be used in many different ways worldwide,” says Joachim H. Blickhuser, head of Corporate and Brand Identity at BMW Group.

It was a very intensive process and a wonderfully exciting challenge right from the start,” sound designer Thomas Kisser of Hastings media music, commented on the development of the new sound logo.

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? And how can I create a sound logo that clearly differentiates the brand from other brands—especially other automotive brands? Important criteria for the development process included global cultural compatibility, variability of application, brand fit and recognition value.”



That BMW would take great care about a signature sound logo comes no surprise. In the engineering process for its cars, BMW has sound designers (acoustic specialists) obsessing on every sound in the car, from the exhaust note to the window motors. This process was featured in CNBC's recent documentary on BMW - "A Driving Obsession". See the sound design process in the following segment from that documentary (starting at 1:25 of the video)

I like the old one better. More manly imo
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      03-19-2013, 01:21 PM   #13
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ehhh what are we gonna do about it. it'll take some time getting used to that's for sure.
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      03-19-2013, 01:42 PM   #14
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Wouldn't you think they have better things to do.
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      03-19-2013, 01:42 PM   #15
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the new one has a more futuristic/tech/electric vibe to it
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      03-19-2013, 01:50 PM   #16
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Sounds like a pre loaded ring tone from one of those cheap disposable cell phones. But i do like it.
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      03-19-2013, 01:53 PM   #17
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I think the old one is more recognizable as a signature, but it is possible the experts found something wrong with it.
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      03-19-2013, 02:05 PM   #18
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omg, they pay people for this stuff??
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      03-19-2013, 02:05 PM   #19
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If old sound reminds e30 M3 new reminds that electrick fwd concept car what they called it..meh I don´t care.
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      03-19-2013, 02:08 PM   #20
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Hmmm....while the old one sounded too teutonic (cold mallots), this new one is the other extreme: buzzy video games, or the ending to a movie trailer!
I guess with all their sound engineers, BMW must appeal to the younger generations and resonate with their interests. I'm sure this is the result of years of testing; too bad it wasn't simpler, somehow incorporating the tones/chimes we hear in BMW software today.

Honestly, from a marketing perspective (as a marketing instructor), any sounds resonating back to the actual product is best to establish that brand impression and emotional connection. Intel's gong (and its evolution) has established long-term "acoustic brand" impressions for many years; you hear it and know exactly that brand. Acoustics makes better sense for a brand you can't see everyday, such as computer chips, but you know you see a BMW when you do.
Oh well, as long as I don't hear that in my BMW I'm fine. And since we enthusiasts are becoming more and more the minority of customers to the brand, we take what we get.
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      03-19-2013, 02:09 PM   #21
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The old one always made me think of a slow Law and Order sound logo which drove me crazy. No judgement passed on the new one but at least I won't have to think of that darn TV show every time I hear a BMW commercial on the radio.

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      03-19-2013, 02:11 PM   #22
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The old one is much more distinctive. New one... can you tell there's a BMW commercial if you're not facing the TV?
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