State Farm: Crafting a Brand Anthem That Lasts
Deliverables
Sound Logo, Brand Anthem, Variations and Audio Brand Strategy
Application
TV Commercials, Audio Advertising, Social Media, Digital Content
Awards
Sound Logo Index: #2 most recognizable Sonic ID
Creating a Brand Anthem
The State Farm jingle has been one of the most iconic melodies in American advertising for over 50 years. As part of a comprehensive brand refresh, we worked with State Farm and Wolff Olins to evolve the original tune into a fully developed brand anthem. The result is a modern audio system that scales across television, digital content, social platforms, and internal communications.
Building on Brand Equity
With over 100 years of brand equity, State Farm needed to update its sound while remaining true to its legacy. With the rebrand, our goal was to position State Farm 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.
We aimed to leverage the equity built by the iconic melody while creating an adaptive framework that allows it to scale in a modern context.
Dynamic Sound Design
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 brand anthem 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.
Flexible Sound System
To ensure the brand anthem could live across diverse channels, we built a flexible sound system that balances boldness with warmth and works across emotional tones, media formats, and audience types.
Sound Samples
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Future Forward
Bolder, more modern sound design elements that support the 3 rings of their visual id
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Calming Confidence
Underlying warm sound pallet that is modern yet timeless
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Genuine Empathy
Tonal range that can flex to with a range of messaging
Dynamic Sound Design
Hero Sound Logo
The Outcome: A Recognizable, Scalable Sonic Identity
The final execution of the State Farm sonic identity showcases how unique sound
elements can come together to demonstrate a more modern brand approach that
honors legacy while embracing flexibility. The new State Farm sound logo is heard
millions of times daily across the US and was recently ranked as the second most
recognizable sound logo in the US.
“The overall score was driven by high numbers in recall and familiarity, as well as the highest brand association in the index (81%).”
– Veritonic Audio Logo Index
Crafting the Anthem and Variations
Once we finalized the hero sound logo, we pivoted over to creating the hero brand anthem, variations and sound logo variations to accompany the massive range in messaging State Farm produces for public facing and internal content. Ultimately we created 6 variations for the sound logo and brand anthem that serve as a toolkit for extended use for internal teams.
To the right is the primary brand anthem that was released with the rebrand and below are the sound logo and brand anthem variations.
Sound Logo Variations
Brand Anthem Variations
Let’s Talk About Bringing Your Sonic Identity to Life.
Looking to elevate your your barnd through purposeful sound. We create sound logos that boost memorability, enhances emotion, and supports identity. Contact us to start building your sonic experience.
