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.
Sound Design Transforming Top Brands
How Sound Design Is Transforming the Top Brands
When people think of branding, they often imagine logos, typefaces, and color palettes. Visual identity has long been at the center of how brands present themselves. Yet in today’s world of constant interaction with digital products, mobile apps, and voice assistants, visuals are no longer enough. Sound design has emerged as a critical part of modern brand identity, creating experiences that are both functional and unforgettable.
The future of branding is sonic. The companies leading the way already know this, and they are using brand sound to connect with audiences on a deeper level.
Why Brand Sound Matters
Sound is one of the most powerful drivers of emotion and memory. A single note can trigger recognition, while a short melody can spark trust, excitement, or nostalgia. Consider how the Netflix “ta-dum,” the Intel chime, or the Apple startup sound have become instantly recognizable. Each of these audio signatures communicates brand identity without a single visual cue.
For top brands, sound design is no longer a nice-to-have detail. It is a strategic asset. By incorporating audio into their branding systems, companies ensure that every interaction, from app notifications to product startups, feels intentional and on-brand.
The Role of Sound in User Experience
Sound is not just about branding in the abstract. It is also about usability. Audio cues confirm actions, reduce friction, and guide users through complex digital environments. Done well, they disappear into the background, creating intuitive experiences. Done poorly, they frustrate and overwhelm.
This is why leading companies are investing in audio UX. They understand that a product’s sound design shapes how users feel and whether they return. From subtle tones in mobile apps to immersive soundscapes in automotive design, audio UX has become as important as visual UI.
How Top Brands Are Using Sound
The most innovative brands are already proving the power of sound design:
Automotive: Electric vehicle manufacturers are developing signature acceleration tones and in-cabin experiences that reflect their brand identity.
Tech and digital products: Companies like Google and YouTube use sound cues to provide clarity, reinforce trust, and strengthen recognition across platforms.
Fitness and wellness: Brands such as Peloton leverage audio to motivate, guide, and create emotional engagement with users.
Hospitality and retail: Curated soundscapes transform physical spaces, reinforcing mood and atmosphere in line with brand values.
Each of these examples shows that sound is not just a layer added on top of the brand experience. It is part of the brand’s foundation.
Our Sound Design Perspective
At CMoore Sound, we see brand sound as the missing link in many identity systems. Visuals alone cannot carry the full weight of recognition in today’s multi-sensory world. Sound fills that gap, creating experiences that resonate emotionally and linger in memory.
The brands that thrive in the coming years will be those that design their audio presence with the same rigor as their visual identity. From sound logos to immersive product audio, sonic branding will define the future of how people connect with companies.
The Future of Branding Is Sonic
As technology becomes more immersive and interactions become more constant, sound will only grow in importance. Consumers are no longer satisfied with static visuals; they expect experiences that feel alive and responsive. Sonic branding provides that layer of depth.
The future of branding belongs to companies that treat sound not as an accessory but as a strategic tool. Those that do will stand out, build stronger connections, and create identities that endure.
CMoore Sound helps brands take this step, designing sound systems that are as intentional, functional, and memorable as any visual identity. Let’s talk.
What Is a Soundscape?
What Is an Immersive Soundscape?
Close your eyes and listen. The distant hum of traffic, the birds outside your window, the rhythm of your own footsteps. Together, these sounds create more than background noise. They form a soundscape the acoustic environment that surrounds us and shapes how we experience the world.
Soundscapes are not just natural phenomena. In design, they are a deliberate tool for creating immersive environments, guiding behavior, and shaping brand identity. For companies working at the intersection of design and technology, understanding soundscapes is no longer optional. It is essential.
The Definition of a Soundscape
At its simplest, a soundscape is the collection of sounds that exist in a given space, both natural and human-made. The term was popularized by composer and environmentalist R. Murray Schafer, who explored how sound environments influence human experience. Today, the definition extends beyond ecology into urban planning, architecture, and product design.
In branding and user experience, a soundscape refers to the intentional use of sound to create an emotional or functional atmosphere. Think of the curated playlists in a retail store, the subtle ambient tones in a wellness app, or the engineered hum of an electric vehicle. These are designed soundscapes — immersive audio environments created with purpose.
Why Soundscapes Matter
Sound is visceral. It influences mood, perception, and memory in ways that visuals alone cannot. A well-designed soundscape can:
Create immersion: Transporting people into another place or state of mind, whether in a VR headset or a hotel lobby.
Guide behavior: Encouraging calm in a healthcare environment, focus in a workspace, or excitement in a stadium.
Strengthen brand identity: Reinforcing who a company is through sound, just as logos and color palettes do visually.
Without thoughtful sound design, experiences feel incomplete. Imagine a film without a score or a meditation app without calming tones. The absence of an intentional soundscape leaves a gap that users often feel, even if they cannot name it.
Soundscapes in Practice
Examples of immersive soundscapes are everywhere:
Museums and cultural spaces: Layered audio environments that transport visitors to different eras or ecosystems.
Retail and hospitality: Ambient sound tailored to brand values, from luxury minimalism to energetic trend-setting.
Digital products: App interfaces that use subtle cues and ambient layers to reduce friction and build trust.
Urban design: Cities experimenting with soundscapes to reduce noise pollution and improve quality of life.
Each example shows how soundscapes move beyond aesthetics into strategy. They are not only about what sounds good, but about what feels right for a space, a product, or a brand.
Our Perspective
At CMoore Sound, we see soundscapes as one of the purest expressions of audio design because they demonstrate how deeply sound shapes human experience. Designing them requires both craft and empathy. It is not about filling space with noise, but about curating an environment where every element serves a purpose.
A successful soundscape should disappear into the background while still influencing how people feel and act. It should create immersion without distraction. The most effective soundscapes become part of memory and association, linking emotion with brand identity in ways that last.
Designing the Future of Soundscapes
As technology continues to evolve, soundscapes will only grow in importance. From virtual reality and AI-powered assistants to smart cities and electric mobility, immersive sound is becoming a core part of how we live and work. Brands that recognize this are building deeper connections with their audiences, while those that ignore it risk being forgotten.
The question is not just what is a soundscape, but how organizations can design them with intention, so every interaction feels immersive, memorable, and on-brand.
CMoore Sound specializes in creating soundscapes that go beyond function, building audio environments that strengthen brand experiences. Shape how people connect with your brand, technology and space. Let’s talk.
Take 5ive Interview on Product Sound
Product and Brand Sound Design
I had the chance to talk with Chris Edwards at September Works about the importance and impact of product sound design and audio branding. We discussed common mistakes, best practices and some inspiration for how product leaders should consider sound as a core component of their experience.
2025 Sound Predictions
2025…Here We Go…
2025 will mark 17 years of my journey in audio branding and UX sound design. Over the years, I’ve witnessed countless shifts driven by industry changes and the rapid pace of technology, and each brings its own set of challenges and opportunities. If 2024 is any indicator, we’re on the cusp of several smaller trends that have been quietly building momentum—and they’re set to make a significant impact in 2025 and beyond. These shifts may call for rethinking mindsets, evolving business models, and redefining how we collaborate and work together in this ever-changing landscape.
UX Sound Takes the Wheel
We’ve been seeing this shift for a very long time and have reason to believe that in 2025, brands will shift their focus from standalone audio logos to fully integrated UX sound design as they recognize the power of sound to enhance functionality and user experience. Audio logos will still remain valuable for brand identity, especially in CPG, insurance and pharmaceuticals industries, but brands are starting to see that the real impact lies in crafting cohesive sound ecosystems that that extend beyond marketing. From subtle interface sounds that provide seamless feedback to dynamic, adaptive audio cues that respond to user behavior, brands will prioritize sound as a critical component of their product design systems. This approach not only reinforces brand values, serving as core assets for digital and TV advertising, but also enhances usability, accessibility, and overall customer satisfaction.
Unexpected Markets Embrace Sound
In the early days, tech giants and household names like Google, Amazon, Apple, State Farm, and McDonald’s led the charge into audio branding and UX sound design. However, a notable shift is underway. Unexpected markets such as farming, lift trucks, and medtech are now recognizing the value of sound as a vital element in their design systems as they build more design forward platforms, signaling a growing interest in leveraging audio to enhance functionality and brand identity. This presents a unique opportunity to design audio ecosystems that improve user interactions, enhance safety, and build stronger emotional connections with their audiences.
The Rise of the Small Studio and IC
Brands are increasingly shifting from larger agencies to smaller studios or individual experts in the creative space. This trend reflects a desire for more agile, tailored collaboration, and embedded teams where decision-making is faster, communication is clearer, and the work is highly specialized. Smaller teams often bring deep expertise and a more personal approach, allowing brands to create unique, high-quality solutions without the overhead of a large agency. In 2024 alone, I’ve had four new clients move from their audio brand agency to work with my studio to achieve a more efficient workflow. The reality is that a small studio or seasoned individual with 15+ years of experience can deliver higher-quality work in half the time compared to a large agency relying heavily on junior-level talent to drive projects – Brands are starting to take notice.
Surrounded By Sound
As technology moves beyond screens (think AR, VR, and XR), sound will play a crucial role in supporting multi-sensory interfaces. Spatial audio and 3D sound design will help orient users, providing navigational cues or reinforcing actions in virtual and hybrid environments. This is particularly relevant for immersive UX systems in gaming, automotive, and wearable tech that have invested in more robust audio platforms.
Focus on Accessibility
UX sound design will increasingly be leveraged to enhance accessibility. Whether through audio-based navigation for visually impaired users, confirmation sounds for actions, or cognitive-friendly sound cues, inclusive design practices will ensure that sound supports all users in meaningful ways. In our work with both Peloton and Serve Robotics, we’ve prioritizes designing accessible design languages and carried out extensive accessibility testing to ensure that sound supports supports a range of users. This will be most important for emerging technologies in 2025 and beyond.
Regulatory Compliance for Sound in Key Industries
In sectors like automotive, healthcare, and consumer electronics, there will be an increased emphasis on sound safety and compliance. UX sound designers will need to ensure that alert systems and notifications meet certain regulatory standards while balancing user-friendly design. This shift may impact aesthetics of design, but will also provide much needed guardrails so that we can design clearly understandable sound ecosystems that support a range of users.
AI Assistance
In my opinion, AI tools aren’t quite there yet for full music and sound creation. Maybe for country pop, but other genre’s not quite there yet… With AI-driven tools, brands will be able to create dynamic soundscapes that adjust in real time based on user behavior, preferences, or environmental context, enhancing their overall experiences. AI will also streamline the creative process, offering rapid prototyping for mood boarding, automated sound testing, and data-driven insights to refine audio strategies. While AI will enhance efficiency, the human touch will remain essential for crafting emotionally resonant and authentically branded sound identities in 2025 – Beyond that is to be determined…
What’s That Sound??
As someone who has spent over 15 years in the audio branding and ux sound design field, you’d think I’d be excited about Instagram’s new sound logo and potential sonic identity system. However, I always appreciated the silence in Instagram’s user experience—it was part of what made the platform seamless and non intrusive. From my perspective, sound wasn’t necessary, yet a few weeks ago they introduced a new sound logo that now plays at the end of every reel, and the response has been lukewarm at best.
While I’m a strong believer that sound can be a powerful extension of visual branding, I’m increasingly seeing brands adopt sound logos without thoughtful strategy or purpose. This not only dilutes the value of audio branding but adds unnecessary noise to the social environment. When done right, audio branding integrates sound into a brand’s identity in a way that feels intentional, adding to the user experience rather than detracting from it. It involves strategic decisions about where sound enhances the experience and how it supports brand perception.
Instagram’s new sound logo feels like a reaction to TikTok’s success with theirs, but the truth is—they didn’t need one. With that in mind, I’ve put together a few ideas on how they could have approached this more successfully.
Focus On Where Sound Can Make a Positive Impact
When product – or app-centric brands approach my company, our first focus is always on the user experience. Without the product or app, there is no brand—this is where users engage most, so it’s the logical place to explore opportunities for audio. While Instagram has technically implemented their new sound logo within the app, it doesn’t add any meaningful value to the user experience.
Instead, Instagram could have used sound more subtly within key user interactions—such as liking posts, receiving messages, or refreshing the feed. These moments provide natural opportunities to enhance the experience with sound, but the key is restraint. By introducing subtle, well-crafted audio cues through a strategic brand lens, Instagram could add depth and character to the app while improving accessibility. Moreover, identifying a unique feature within the app to develop a branded sound could create a more authentic audio signature, which could then be used as a sound logo for future marketing—seamlessly connecting the app experience with the broader brand identity
Simplify and Index Toward Optimism
If Instagram really feels the need to push forward with a sound logo they need to simplify and find a way to make the sound more optimistic. The current logo consists of two short movements—a kick drum and a stuttering sound—but it lacks a sense of resolution. When designing sounds that users will hear frequently, simplicity is key. While the two-part structure isn’t inherently problematic, the stuttering element feels harsh and unsettling. Such quick, sharp sounds are typically associated with negative alerts, which is definitely not Instagram’s intention.
Instead, they should have considered a simpler, melodic approach—something that’s easy to recognize, distinctive, and pleasant to hear. I understand that they wanted to create something that works with all types of content – Both positive and negative, but they should index on the neutral side of positive for this as the asset reflects on the brand more than the content being posted.
Study Your Competitors – Have a Unique POV
TikTok released its sound logo in 2022, and guess what?? It also starts with a kick drum, just like Instagram’s. To be fair, TikTok uses an 808 kick, while Instagram opts for a more acoustic tone—but starting your sound logo with the same basic concept as your biggest competitor feels uninspired and lazy. It comes across as a missed opportunity to create something truly distinctive.
Rule number 1 when creating an ownable brand asset is that it should be differentiated and stand out amongst your competitors. There are so many ways that instagram could have differentiated here.
Hire an Audio Branding Specialist or Agency
Having worked in this space for many years, I know—and am friends with—many of the designers at top tech companies. They are all incredibly talented, but few have deep experience in the realm of brand audio. These companies tend to hire more technical sound designers from the gaming industry, which is a very different discipline from brand audio. While you might assume that an interaction sound designer from Tech Company Y could easily create an iconic sound identity, it’s simply not the case. While they may have the creative skills, the strategic thinking required for brand sound design is a unique expertise that takes time and reps to develop.
With that in mind, Instagram would have benefited from bringing in an outside specialist to ensure their sound branding was done thoughtfully and strategically, setting them apart from competitors.
Test With an Objective Third Party Partner
Had Instagram partnered with a third-party for testing, they would have quickly identified many of the issues I’m pointing out. Working with an external partner allows you to measure how memorable your sound logo is compared to competitors, and whether it evokes the intended emotional response. Through testing, you can target specific regions and set sample sizes for key markets, ensuring the sound resonates with the right audience. This process would have revealed the gaps in their current approach early on, preventing the missteps we’re seeing today.
Final Thoughts…
In an era where sound is becoming an increasingly important part of brand identity, it’s essential to approach audio branding with both creativity and strategy. Instagram’s introduction of a sound logo feels like a missed opportunity—one that lacks the thoughtful integration needed to truly enhance the user experience. Rather than adding value, it comes across as noise, both literally and figuratively.
For brands like Instagram, sound should be more than just a checkbox or reaction to competitors; it should be a carefully crafted element that supports the brand and resonates with users. A simpler, more optimistic sound could have aligned better with the platform’s identity. By strategically incorporating audio in subtle ways—enhancing key interactions rather than overwhelming them—Instagram could have created a richer, more cohesive experience.
The lesson here is that thoughtful audio branding requires more than just technical skill. It demands a deep understanding of both the brand and its audience, along with a willingness to test, refine, and differentiate. By partnering with experienced audio branding specialists and rigorously testing sound elements, brands can ensure they’re delivering an experience that is not only memorable but also meaningful. In the case of Instagram, this process could have resulted in a sound logo that truly stands out—and more importantly, connects.
