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 Telekom Sound Identity, which was further developed in close partnership between Deutsche Telekom and the two agencies S12 and Klangerfinder, won the Red Dot Award 2020 in the Sound Design category!

Red Dot stands for belonging to the best in design and business. Once a year, agencies, designers and companies from all over the globe are invited to take part in the Red Dot Award: Brands & Communication Design. All of the entries are assessed by the Red Dot Jury in line with the guiding principle “In search of good design and creativity”.

Update September: Music + Sound Awards 2020 (MASA) finalist for the new Telekom Sound Identity

In addition to the International Sound Award, S12 and Klangerfinder were also a finalist at Music + Sound Award 2020 in the category: Best Sound Design in Branding!

Update August: International Sound Awards 2020 for the new Telekom Sound Identity

The International Sound Award 2020 for audio branding for the new Telekom sound branding goes to S12 and Klangerfinder

A new sound world for Telekom

Over 60 percent of people living in Europe associate the Telekom Sound Logo with the brand. The new development, for the 20th birthday of Telekom sound branding, was nominated for the International Sound Award. In the “audio branding” category, the Telekom Sound Logo prevailed over the competition and won the sound award 2020. S12 was jointly responsible for the new development with Klangerfinder.

Telekom has been a pioneer in audio branding for many years. Today the melody of five tones or rather the audio logo, is known throughout Europe. For the 20th anniversary, S12 and Klangerfinder have made the Sound Logo fit for the future. The tone sequence from 1999 remains unchanged and forms the core of the new sound identity. The modernized Telekom Sound Logo was rearranged using the newly developed “magenta tone color”. Functional sounds in the new timbre were developed from the core of the brand and the Sound Logo melody, including for the Telekom apps, the smart speaker and other digital applications. In this way, Telekom is expanding its sound identity and deepening the intuitive customer experience in the digital world.

On the basis of a comprehensive market research study, clear goals could be defined and achieved. Sound codes were developed from the implicit values, which among other things form the basis for the new Telekom sound.

Client: Deutsche Telekom AG
Agencies: S12 GmbH, Klangerfinder GmbH & Co KG

Maren Berger, Operations Manager, 25hours hotel company:

The combination of the Soundtrack Business software’s flexibility and S12’s competence and curation enable us to have the exact control over our music in a way we always wanted 

Client: 25hours Hotel Company
Agency: S12 GmbH
Pictures: Copyright 25hours Hotel Company

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