Samsung Electronics launches new corporate brand sound

At this year's CES, the most influential tech event in the world, Samsung Electronics launched its new corporate brand sound, ‘The voyage.’

While Samsung had made steps in brand sound before, from its iconic galaxy smartphone ringtone ‘Over the horizon and the tone issued by the company’s home appliances 'Beyond the horizon,’ it is the first time the tech giant will use brand sound to communicate directly with its consumers.

‘The Voyage,’ created by sound designers with extensive experience in developing sounds for product functions, represents the overall brand identity of Samsung Electronics. In line with the company’s existing sounds, the new melody presents a simplified musical scale that allows for the brand sound to be used in a different range of applications.

“The sense of hearing can establish image awareness much more quickly than sight or touch, which are used extensively in a range of fields including the luxury goods sector," says an official from Samsung’s global marketing centre.

The basic melody consists of four simple notes, with ‘Do,’ the tonic note, representing the reliability and stability of Samsung products. The inflection notes in the middle symbolise the willingness to meet challenges and continue going fowrads, while the last note ‘Re’ expresses the company’s hope and optimism for the future. Together, the four notes encapsulate the spirit of the ‘relentless pioner,’ the brand persona of Samsung Electronics, which never stops challenging itself and seeking innovative ways to improve consumer journey.

The long term goal is to develop various arrangements of ‘The Voyage’ to be used for different marketing activities, with the melody maintaining a single motif but changing slightly as it follows Samsung’s brand tonality of bold, genuine, contemporary and playful to deliver a range of atmospheric effects.

At CES, Samsung also introduced a new logo animation based on the combination of the company’s letter mark logo and its new brand sound, which allows for the company to communicate with Millennial and GenZ generations in a friendlier and more flexible way.