The State Farm jingle has been a part of popular culture for over 50 years. As part of a full brand refresh, we partnered with State Farm and Wolf Ollins to modernize their sound logo that’s scaleable across all brand touchpoints. We developed a dynamic that scales for broadcast, streaming and digital channels and flexes based on content format and style of messaging.

State Farm is a heritage brand that has been known for over 100 years. With the rebrand, they wanted to position the themselves as a trusted industry leader embracing a bolder vision for the future. With this in mind, we were tasked with maintaining a strong connection to the legacy, building on decades of equity in the original jingle, while moving the brand into a more contemporary space.

Core to the State Farm identity system is the three ovals in their visual logo. As part of the brand refresh, State Farm introduced a more dynamic sense of motion to the logo that allowed us to create a supportive sound design foundation that is adaptable and bold. The three beats followed by the clap adds a level of depth to the hero melody while supporting the idea of connection.

We also wanted to make sure to design a flexible system that can shift between bold and timeless allowing the sound logo to fit a range of messaging. The three design principles that we honed in on allowed us to showcase different sides of the brand that allowed for this flexibility.