Red Dot: S12 / Klangerfinder receive the Best of the Best Award 2023 for the development of the Telekom Sound Identity

S12 / Klangerfinder receive the highly respected “Best of the Best Award” at the prestigious Red Dot in the Sound category in Brands & Communications Design 2023 for outstanding achievements in the development and implementation of the Telekom Sound Identity.

What started at the end of 2018 with the development of a Telekom Sound DNA, the relaunch of the sound logo and the development of some UX sounds has evolved over the past years into an all-encompassing acoustic identity and a unique acoustic Telekom Experience. Over several years, projects were implemented at a wide variety of contact points such as communication, products, events, rooms, apps, animations, etc., and the acoustic Telekom Experience was successively expanded.

Andreas Graf, CEO of S12, commented on the award as follows: “We are very honored and extremely happy to receive the ‘Best of the Best Award’ at Red Dot for our work on the Telekom Sound Identity. This is a confirmation of our innovative approach and our pursuit of creative excellence. We are proud of our partnership with Telekom and look forward to continuing our sonic journey.”

And (almost) everyone knows it: the Telekom Sound and the Magenta timbre. A sound branding benchmark case that underscores the importance of sound in modern brand management.

The Red Dot Award is regarded worldwide as one of the most prestigious seals of approval for outstanding design and creative achievements. The “Best of the Best Award” is only given to projects that stand out for their exceptional quality and innovative approach.

Telekom Senior Brand Manager Christian Hammerschmidt:
“We are very pleased that the Red Dot Award recognizes and honors the continuous development of our distinctive audio identity. With S12 / Klangerfinder, we successfully create experiences in which our brand is audible. After all, it is precisely the immediate effect of sound on people that helps to make brands tangible, easy to recognize and remember, and to bind people to them emotionally.”

Sound On! A new Sound DNA for Škoda

We are excited! After the launch of the new design last year, S12 and Klangerfinder GmbH & Co KG were commissioned to develop the new Sound DNA at the beginning of the year.

The first step was to develop and launch the new Škoda Sound logo. Based on the new Škoda Brand Positioning, the outstanding feature of the new Sound Logo is the melody in addition to the timbre.

After the launch of the Sound Logo we will continue the development of a 360° Sound DNA together with the Škoda team. Thank you for your trust, Veronika Ziegaus, Petra Mackeova, Pavel Plíhal and Lukas Shon.


Client: Škoda
Agencies: S12 & Klangerfinder

Brand Sounds for the new BOGNER Headquarter

For the BOGNER showrooms in the brand new BOGNER headquarters in Munich, S12 developed a multi-zonal & modular sound concept. Derived from the brand values of the German luxury fashion brand, the brand positions itself to international visitors with an active, modern mood and flowing genre boundaries. Through an eclectic mix of electronic and organic…

Innovative music streaming service meets innovative, young concept of the Sparkasse!


Those aged between 18 and 25 have a new place to go at the Stadtsparkasse head office on Berliner Allee that is much more than just a bank branch. The “smoney-hub” offers coffee and snacks, events, “money hacks” (tips on how to handle money) and, of course, financial advice from the Stadtsparkasse.

You won’t find any bank advisors in suits and ties there. From now on, this extraordinary place will be complemented atmospherically with instrumental sounds. Through our music service Soundtrack Your Brand.

Smoney employees create this atmosphere themselves. Through a music selection from over 40 million music titles. According to the brand identity and factors such as time of day and their specific target group.

They are supported by the Soundtrack AI, which consistently develops this music every month.

Exclusive & multi-layered sound experiences at Berlin’s Waldorf Astoria

Right next to the Zoologischer Garten in the middle of the capital, you can gaze at the breathtaking Berlin skyline from the rooms of this luxury hotel. The first-class elegance and sophistication inherent in the traditional style of the Waldorf Astoria is reflected in every single room.
The hotel also offers a wide range of themed restaurants & bars, meeting areas, wellness and sports facilities.

We were able to equip this highly diversified landscape with our Spotify-backed service to create individual sound experiences in these areas.

How did we proceed? First, it is important to define zones. These zones differ in terms of mood, type of experience, style and overall room concept. Based on these zones, we were able to curate individual soundtracks for the well-known “Peacock Alley”, the “Lang Bar” or the “Gerlain Spa”, for example, which are precisely tailored to the premises and deepen the effect on the visitor.

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Individual sound experiences in all 25hours hotels worldwide

Perhaps you have already experienced the concept of the 25hours hotels for yourself. Each hotel is characterised by a design that is individually tailored to the respective city, paired with a detailed and special atmosphere. The 25hours hotels are different from normal hotels. Whether through gastronomic concepts, designs or a surprising service.

The right music must not be missing in this concept! That’s why we have been equipping each of the hotels with individual soundtracks for several years. The 25hours Sound DANN tracks are combined with music of local heroes from Paris, Vienna, Berlin etc..

This includes individualisation by zone (lobby, restaurant, bar, sauna etc.) as well as adaptation to moods and time of day or night.

Even the founder & CEO Christoph Hoffmann is involved in the curation. Through his Spotify playlists, he can help shape the music programmes in real time through our Spotify-backed service. By the way, we show how this works in our last post.

Marc O’Polo SE Denim DJs and drinks

To coincide with the launch of the brand new Marc O’Polo Denim spring/summer collection, we will be bringing our Marc O’Polo sound with our DJ crew to selected Marc O’Polo Denim stores on Saturday 25 March.

With tasty drinks and good music from Scandinavia, all those interested in sustainable fashion can experience the new collection up close in the stores in Munich, Bochum and Ludwigsburg.

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Multi-zonal staging & legal Spotify use including state of the art music for hotels and restaurants

We – S12 – offer the unique soundtrack for restaurants, bars as well as hotels. Because only with the Spotify-backed music service can streaming be used legally for commercial purposes. Either you put together your own individual music programme from 43 million music titles – or we take over this step for you.

▪️ high degree of freedom for your own MA
▪️ simple control with all end devices

This digital music experience service from our portfolio can be heard and experienced in all 25hours hotels, bars and restaurants worldwide. In addition, there are all zones of the Bikini Hotel Mallorca, all hotels of the Curio collection by Hilton on Sardinia and the Waldorf Astoria in Berlin.

AI in music production – S12 interviewed by RTL Deutschland Aktuell

The news about AI, machine learning and tools such as ChatGPT, soundraw,, midjourney and co. continues. And it was precisely in this context that the editorial team around Nikolai Henn from RTL Aktuell visited us last week to hear our opinion on the topic of AI in music production. AI-generated pieces of music were…

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Sound meets AI: Part 3 – Helau and Alaaf! Sound meets AI “Special” – Insights into innovative audio branding standards – AI-based sound rating & categorisation

How do Wolfgang Petry’s carnival classics and the use of AI in sound go together? We’ll tell you! Analyses are indispensable for the stringent curation of playlists and our standard of a uniform categorisation of sound and music! In this area, too, we already work hand in hand with artificial intelligence software and benefit from…

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