As part of this project, a new sound logo and a new airport gong were developed, and a comprehensive sound concept was implemented for various zones in the public and passenger areas of the airport. From atmospheric sounds to modern neo-classical to warm soul tracks: the sound is subtle and balanced. The simple gong, which draws attention to the announcements, was designed as an ascending sound sequence. It is clearly audible and represents a musical setting of an airplane taking off.

Sebastian Hoetter, Sound Director at S12 GmbH, explains: “The new chime is designed to attract the attention of passengers during announcements without sounding intrusive or ‘harsh’.” This approach reflects Zurich Airport’s goal of creating a pleasant and relaxed atmosphere for all travelers.

The implementation was realized jointly by the agencies S12 & Klangerfinder in the first quarter of 2024. Since March 25, all passengers and visitors to Zurich Airport have been able to experience the new sound concept live on site.

Client: Flughafen Zürich AG
Agency: S12 & Klangerfinder

Czech, Portuguese or Turkish… all of the 13 languages have an individual, customized Kärcher AI voice. Whether the battery needs to be charged or the cleaning process has been successfully completed – all relevant information is transmitted clearly via Native AI Voice. In order to achieve the best possible audio quality, all voices were specially optimized in the Masterington studio to the specifications of the small built-in speaker in the Kärcher robot.

“We are delighted to have successfully launched this innovative project together with Kärcher! It is probably one of the most ambitious AI voice projects in the high-end brand sector at the moment. I am particularly fascinated by the quality of the AI voices, which was unimaginable just a few months ago and which almost turn the RCV 3 and RCV 5 into small, likeable personalities. It was also exciting to evaluate in which situations speech is helpful and in which a sound or silence might communicate the message better.”
– Prof. Florian Käppler, CEO sound inventor

The RCV appliances are outstanding cleaning talents that impress with an increased level of user-friendliness!

P.S. The appliances in the RCV range are in the process of learning even more languages – and with the RCF 3 mopping robot, another model with the new voice technology was launched in November 2023.

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.”

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

In order to meet the high quality standards of BOGNER, S12 realized not only the music content creation but also a multi-zonal audio technology concept on the ground floor in the “World of BOGNER”, 1st floor showrooms BOGNER, FIRE+ICE and the Rooftop. Thus, a unique sound experience for BOGNER customers and employees could be created through the installation of wireless state-of-the-art light rail loudspeakers covering an area of more than 3000 sqm.

Quote Sven Feilitsch:
“We live from and for memories, it is essential to surprise and inspire our consumers*. Seeing, hearing, smelling, tasting and feeling represent how we at BOGNER perceive the world!

Client: BOGNER
Agency: S12

Audio branding that makes itself heard: the congstar brand sound. We developed a brand sound based on a modular system. In close cooperation with congstar, S12 and Klangerfinder have developed a brand sound that is based on a modular system. This achievement has now been honored with the German Design Award 2021 in the category Excellent Communications Design Brand Identity.

The German Design Award is the international premium award from the German Design Council. Its goal: to discover, present and award unique design trends. Every year, therefore, top-class submissions from product and communication design are honored, all of which are groundbreaking in their own way in the international design landscape.

New brand sound for congstar

S12 and Klangerfinder create a new acoustic brand identity for congstar. For the derivation, the explicit and implicit brand values ​​were merged in advance. The result was a brand score with a high recognition value, which consists of different sound elements. The first step in establishing the new sound is the new “Try what’s going” campaign, which has been launched since early March with TV spots and an accompanying TikTok Challenge.

Client: congstar GmbH
Agencies: S12 GmbH, Klangerfinder GmbH & Co KG

The New Volkswagen Brand Sound uses its brand claim “vibrant power” and translates it into the new brand tonality. The new female brand voice and a sound logo are also part of the revised auditory branding. The new brand sound can be heard in the vehicle and in communication – in TV and radio advertising and in the new ID.3.

Client: VOLKSWAGEN AG
Agencies: S12 GmbH, Klangerfinder GmbH & Co KG

The Porsche Sound Logo consists of 3 parts and reflects both the tradition and the innovation of the Porsche brand. The riser for the tradition of the brand – it is available in twelve keys, in order to always ensure a harmonious transition between the previous music and the sound logo.
The shutters sound reminiscent of a fast passing vehicle and symbolizing the claim of performance and innovation. The pulsating and powerful rhythm stands for precision. The tee rounds off the sound logo and stands for strength and determination.

Client: Dr. Ing. h. c. F. Porsche AG
Agencies: S12 GmbH, Klangerfinder GmbH & Co KG

Powerful, focussed, with dynamic sound structure and a puristic, electronic sound the new Heartbeat follows progressive and innovative aesthetics of sound. In this way the Audi claim – Vorsprung durch Technik – is hearable and Audi improves itself further consistently also on an acoustic level.

Client: AUDI AG
Agencies: S12 GmbH, Klangerfinder GmbH & Co KG
Visual design: KMS BLACKSPACE

Client: Volkswagen USA
Agencies: S12 GmbH, Klangerfinder GmbH & Co KG