At CES 2021, Samsung‘s lives remain full of ‘sounds’. There are also a wide variety of types, from the wake-up call that you hear in the morning to the operation sound of home appliances. Sometimes lively, sometimes fun. The power of ‘sound’ fills various places in life. Samsung Electronics introduces a new brand sound ‘The Voyage’ at the CES 2021 event and begins communication with customers through sound.
There are representative sounds that come to mind when you think of Samsung Electronics, such as ‘Over the Horizon’, which is famous for the ringtone of Galaxy smartphones, and ‘Beyond the Horizon’, which is a functional sound of home appliances, but it communicates with brand sound. This is my first time trying.
‘The Voyage’ is the result of sound designers who have developed various product function sounds to encompass and represent Samsung Electronics’ brand identity as a whole. While continuing the genealogy of existing sounds, the emphasis was placed on simplifying the scale so that it could be used more universally.
The basic melody of the new brand sound consists of a total of 4 simple notes. First, ‘do’, which is the leading sound, symbolizes the solid sense of trust and stability that Samsung Electronics products give. With the middle melody inflection point, he prepared for a leap with difficulties, and the last tension sounds’ expressed anticipation and excitement for the future.
Samsung Electronics plans to arrange this melody in various ways and use it for various marketing purposes. It uses a single motif melody to give a sense of unity, but it is essential to arrange it in a variety of atmospheres, such as boldness, genuineness, modernity, and playfulness that Samsung Electronics pursues.
The plan is to create a pleasant rapport by melting various melodies of feeling into contact points with users, such as stores, events, and digital content where products can be met.
- Basic melody
- Melody piano version
- Bold_Innovative
- Genuine_Harmonious
- Contemporary_Trendy
- Playful_Funky
An official at the Samsung Electronics Global Marketing Center said, “Hearing is a brand element that is actively used in the luxury industry because it has a much faster image imprinting effect than the sense of sight and touch.” “Samsung Electronics also develops an emotional brand talk through sound and has a young and friendly image. We plan to further strengthen it.”
(Via)
