State Farm
- 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
State Farm Sound Logo Refresh
The State Farm jingle has been a cultural staple for over 50 years. As part of a full brand refresh, we partnered with State Farm and Wolf Ollins to modernize the sound logo—making it scalable across all brand touchpoints. The result is a dynamic system that adapts seamlessly to broadcast, streaming, and digital channels.
Evolving a Legacy
With over a century of brand recognition, State Farm sought to embrace a bolder future while honoring its heritage. Our challenge was to evolve the iconic jingle, preserving its deep brand equity while giving it a fresh, contemporary edge.
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
Inspired by State Farm’s three-oval logo, we crafted a bold, adaptable sound foundation. The three beats and clap add depth to the hero melody, reinforcing the brand’s sense of connection.
Flexible System
To ensure versatility, we designed a flexible system that balances boldness with timelessness, allowing the sound logo to adapt seamlessly across different messaging needs.
Flexible Elements
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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
Impact
The new State Farm sound logo blends legacy with modernity, creating a flexible, iconic brand cue. Heard millions of times daily, it’s now the second most recognizable sound logo in the U.S.
“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
After finalizing the hero sound logo, we developed six variations and a brand anthem to support State Farm’s diverse messaging. This toolkit ensures flexibility across public and internal content.
The primary brand anthem (right) launched with the rebrand, with additional variations below.
Sound Logo Variations
Brand Anthem Variations
