How We Modernized the State Farm Jingle
When a brand’s audio identity is as woven into culture as State Farm’s jingle, any update must walk the tightrope between reverence and reinvention. At CMoore Sound, that was precisely the design challenge we embraced alongside State Farm and Wolff Olins.
Honoring a Legacy Sound with Modern Scalability
State Farm’s jingle has been one of the most iconic melodies in American advertising for over 50 years. In a brand refresh that sought to preserve heritage while signaling future ambition, the mission was clear: evolve the original tune into a brand anthem that could scale across TV, digital content, social media, and internal communications.
With over a century of brand equity behind them, State Farm needed a sound that felt familiar yet bold. Our objective was to build on the decades of recognition embedded in the melody, while positioning the brand as a trusted leader with renewed forward momentum.
Dynamic Sound Design Rooted in Visual Identity
The refreshed visual logo featured three interlocking ovals offering motion and symbolism. We translated that into audio with a rhythmic core: three beats followed by a clap. This offered structural depth to the hero melody and reinforced the concept of connection.
A Flexible, Emotionally Responsive Sound System
Recognizing that State Farm communicates across countless channels and emotional tones, we developed a flexible sonic identity. It balances boldness with warmth, offering variants tuned for different moods and media formats.
We defined three emotional pillars for the sonic identity:
- Future Forward: Bold, contemporary sound design
- Calming Confidence: A warm, modern yet timeless palette
- Genuine Empathy: Tonal range adaptable to diverse messaging
This framework allows the sound logo and brand anthem to remain consistent and emotionally resonant, whether used in TV spots, digital ads, or internal branding.
A Sonic Identity Heard by Millions and Recognized
The result? A fully integrated sonic identity that respects legacy and embraces modernity. The updated sound logo not only reached millions daily, but was also ranked the second most recognizable audio logo in the US, according to Veritonic’s Audio Logo Index.
Veritonic noted high recall and familiarity rates, reflecting both brand association (81%) and the effectiveness of the sonic update.
Building Sound Systems That Scale
At CMoore Sound, we believe every sonic identity must be purposeful, flexible, and emotionally grounded. The State Farm anthem exemplifies how a sound can honor its past, adapt to today, and be ready for tomorrow.
In the future, iconic brand sounds won’t just be heard, they’ll be felt across platforms and touchpoints. With a dynamic and emotionally intelligent system, brands can craft experiences that resonate universally, in moments small and large.
Connor Moore Sound is dedicated to creating those scalable sonic identities, ones that amplify brand meaning and embed themselves into memory and culture. Let’s talk.