Deliverables
Sound Logo & Audio Brand Strategy
Application
TV Commercials, Audio Advertising, Social Media, Digital Content
Services
San Francisco Design Week Gold
Project Overview
As KQED was in the midst of a full rebrand, they jumped at the opportunity to supplement this with a sonic id and audio brand strategy for radio and television broadcast that would increase recall and drive engagement.
Brand Communication
After hosting multiple music and sound workshops with the team, we conducted a massive audit of various radio and television networks as well as digital media providers in order to strategically position KQED to standout in this highly competitive space. Seeing that KQED is currently the most listened to public radio station in the US, it was important to create something accessible to a range of people while also expressing the concept of discovery.
Brand DNA
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Accessibility
Simplicity in melody and layered timbre that spans the frequency spectrum
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Discovery
Wondrous, spacial textures instead of a forced melody
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QED
Call and response melody that gives confidence to the listener
To communicate trust, we focused on the form of the melody and how it begins with a questions and ends with an affirmative response.
Impact
The project originally started as a strategic effort to deliver 1 hero sound logo to be used for radio, but after seeing the response to the radio version, we were pulled in to create a longform variation to accompany their television programming. The KQED sound logo currently plays at the top of the hour every hour on KQED’s radio and PBS TV stations and has become a core part of it’s identity system.
Note from client
CMoore Sound had a proven process and strategy that they’ve had success with for many years with top-level brands so it was an easy choice. They utilized the perfect blend of creativity, science and strategy that felt natural and really worked for us in telling KQED’s brand story.
Delinda Mrowka
VP of Marketing, KQED
