Listen: Sanofi unveils sonic identity
Sanofi has released its new audio identity which was created with global sonic branding agency Sixième Son. The new sonic identity, ‘Miracle Dots’, was designed to reinforce the global healthcare company’s global communications strategy.
Acting as an ode to science, Sixième Son’s work seeks to showcase the brand’s less formal, more human, accessible and curious side. The update follows on from Sanofi’s 2022 corporate rebrand which saw a ‘dot’, symbolising a cell, form the heart of the graphic system.
Josep Catllà, SVP, head of corporate affairs at Sanofi, says, “We united our company under one brand, identity, and purpose last year, which marked a new milestone in Sanofi’s transformation journey. Sonic identity is another dimension of our corporate brand ecosystem. We wanted our own unique sound to reflect who we are – a modern company with rich history and great people, a company which always seeks to find new innovative solutions for patients.”
In the hope of producing a complete and unique artistic work, the new sonic identity takes inspiration from Chopin’s Études. Further adding to the project’s complexity, the Sixième Son team also explored the inner workings of the human brain to create an interesting mix of syncopations and musical codes. Acknowledging the left hemisphere’s capability for logic, rigor and language, and the right hemisphere’s capacity for imagination, emotion and empathy, the Sixième Son team intertwined piano bars in a composition where the left and right hand respond to each other.
Michael Boumendil, CEO and chief creative officer at Sixième Son, adds, “Innovation is at the heart of Sanofi's purpose and experience. With this music, we succeeded in twisting classic codes to instill innovation. And given the brand's wide range of messages – sometimes delicate and even complex – on various topics all over the world, music was the right choice to bring coherence and support the editorial structure.”
The Miracle Dots is set to support the brand’s messaging at all communication touchpoints.
