The Evolution of a Soundscape
Services
Audio Branding, Audio UX, Music, Experiential Sound
Touchpoints
Google Glass, Google IO Keynote, Waymo, Google Ara, Google Sonic ID, Google Pay
Google’s Most Iconic Product Sounds
We’ve had the pleasure to call Google one of our primary clients since 2012, shaping the brand’s global audio presence across product design, advertising, and immersive experiences. Our work has helped define the foundation and evolution of Google sounds across platforms.
Google’s Sound Ecosystem
Since the beginning, we’ve prioritized seamless experiences across the brand platform. For Google sounds, we use instrumentation and timbre rooted in the organic, with the ability to flex into more digital textures when needed. Compositionally the audio UX across all product is rooted in simplicity to communicate the ease of use that allows their technology to be more transparent and intuitive.
Google Glass Audio UX
Glass was our first experience working with Google. It was also Google’s first jump into using strategic audio so we saw this as an opportunity to set the tone for the brand. We started by developing a core key signature, instrumental palette and melodic phrasing. These foundational decisions still define Google sounds today and have helped cement the brand’s audio design language.
We also wanted to humanize the product and use instrumentation that sounded familiar and approachable. For functionality, we added an atonal, tactile feel to many of the tones while adding major scales to the melodic tones that emphasized moments of delight.
From this point on, every Google product we touched has extended the same core audio identity, rooted in warmth, approachability, and purposeful interaction.
Google IO Keynote Soundscape
In 2015 Google reached out to us to score Sundar Pichai’s keynote speech for Google IO. We worked closely with the data arts team to craft an immersive soundscape that was mixed in 7.1 surround sound to create a truly enveloping experience. This was a unique opportunity to take the principles behind Google sounds and scale them into a live, spatial, audience-driven context.
Google Firefly Audio UX
When Google approached us to create both the in car audio experience and engine tone for their self driving car, we jumped at the opportunity. We agreed that we wanted to continue to scale the Google Audio DNA, but for this experience we had more bandwidth to play with for a richer, more robust sound palette allowing us to lean into more low end and immersion.
For the engine tone, we designed in accordance with federal regulation for EV engine tones required by NHTSA and also infused the Google audio brand flavor creating an experience that is light, approachable and pleasant.
Google Ara Music and Sound Logo
Google’s project Ara was an exciting prospect so when we were tapped to create the score and sound logo for the product we were more than excited. We wanted to create a lush soundscape that develops and layers over time to follow the visual edits and pace while complimenting the balance of organic and digital that is inherent within the product.
The Google Ara is all about interlocking unique parts so we tried to follow this concept by layering instrumentation that have their own timbre and feel, but once interlocked all work seamlessly. This interwoven layering approach became another defining element of Google sounds.
Google Pay
Our most recent collaboration with Google was in creating the audio user experience for the Google Pay App. For the design effort, we played off of the existing audio ux key signature, organic instrumentation and approachable feeling that lives across Google’s range of devices and apps. We added more metallic bells and thumb piano’s to the soundscape that gave the feel of coins and money being exchanged.
The sounds are primarily heard in app, but also featured in a number of their digital and TV commercials. This project further extended the versatility and emotional tone of Google sounds into everyday user interactions.
Let’s Talk Google Sounds
From Glass to Pay, we’ve helped define Google sounds at every level—across product, platform, and campaign. Contact us below, to explore how strategic audio can shape your brand’s identity.
