State Farm
- Deliverables
- Sound Logo, Brand Anthem and Audio Brand Strategy
- Application
- TV Commercials, Audio Advertising, Social Media, Digital Content
- Awards
- Sound Logo Index: #2 most recognizable Sound Logo
Project Overview
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.
Building on Equity
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.
Process
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. From here, we began to design a dynamic system that can flex between bold and timeless allowing the sound logo to fit a range of messaging.
Brand DNA
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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
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.