AOK’s first audio brand denotes closeness and empathy

Germany’s largest health insurer called on Berlin-based audio branding and motion design agency why do birds to create a sonic identity that could exist on top of the brand’s 2023 visual identity update.

Marking the insurance brand’s first uniform approach to audio branding, the project sought to underscore the importance AOK places on being close to people, all over Germany. The instruments used, which included an acoustic guitar, piano, hand clapping and the human heartbeat, were all recorded by hand to evoke intimacy.

In addition, the brand’s tree of life logo is reflected in the audio brand through the use of a three-note melody that continually grows. The new sonic brand was also designed to be flexible and versatile such that it could be utilised across social media.

AOK-Bundesverband’s managing director, Steve Plesker, comments, “Just a few weeks after the launch, we have the feeling that our sound has always been there. It feels like a natural part of our brand identity and is an important component in differentiating us as AOK from our competitors, making us recognisable and conveying our values acoustically."

Alexander Wodrich, managing director at why do birds, adds, “It was important for us to create a catchy sound that would optimally capture the AOK brand personality and evoke broad acceptance and sympathy among the target group."