![]() ![]() It's distinctive, making it easy to imitate yourself. It's super-short, because anything longer would make time-pressed viewers tetchy. The audio logo for the streaming service, which is now available in over 190 countries, is comprised of "two 16th note timpani strikes on D2 and D3, simultaneously which with are played three dotted half notes on D2, D4, and D5", according to its official trademark document. Or, in layman's terms: it kind of goes 'Ta-dum'. And Netflix's distinctive intro, which plays before you start watching any show on its platform, is certainly getting a huge amount of that right now. NetflixĪudio logos become most effective through repetition. Proof that a successful audio logo doesn't have to be super-short. Well, as long as you're a musical genius, that is. Although at six seconds, it was almost twice the requested length. The resulting composition – which he ironically wrote on a Mac – was certainly that. As the musician recalled in an interview in the San Francisco Chronicle (opens in new tab), they wanted "a piece of music that is inspiring, universal, blah-blah, da-da-da, optimistic, futuristic, sentimental, emotional, this whole list of adjectives, and then at the bottom it said: 'and it must be 3 1⁄4 seconds long.' I thought this was so funny and an amazing thought to actually try to make a little piece of music. It was Microsoft designers Mark Malamud and Erik Gavriluk who originally got Eno involved. And a quick re-listen now instantly reminds you what a powerful, otherworldly piece of audio it is. While Eno played in Roxy Music and has worked with everyone from Bowie and David Byrne to Coldplay and Damon Albarn, his Windows chime is almost certainly the most widely listened-to piece of music in his entire career. While historically Apple has been the hipper choice for creatives, Windows scored quite a coup with its Windows 95 release, by getting art pop icon Brian Eno to compose its startup sound. In the words of Jim Reekes (opens in new tab), who created countless Mac sound effects during his time at Apple: "Now that there’s no startup sound, it’s like sitting down at a restaurant and there’s no one there to greet you.” 05. Mac models from late 2016 and newer, though, don't have a startup sound, with the single exception of the 13-inch, 2017 MacBook Air. In case you were wondering, the chord is a F-sharp major, and was produced by pitch-shifting the 840AV's sound. Just listen to the series of beeps and chimes in the video above, from the first 1984 Mac onwards, and you might just feel a shiver down your spine the moment you hear 'your' sound.Īs you'll notice, many different sonic approaches have been taken over the years, but the most well-known sound is the chime used first in the iMac G3, and subsequently for all Macs from 1998-2016. For generations of Apple users, the sound that accompanies the switching on of their desktop computers is one that strikes an emotional chord to this day. AppleĪudio logos don't just appear in advertising, of course. Even if the mangled grammar of 'I'm lovin' it' makes professional writers like ourselves recoil in horror. ![]() Partly because of this, it still seems fresh and relevant today, 16 years on, as it did on first release. (There's a full blow by blow account on Pitchfork (opens in new tab) plus an excellent video explanation from Hodges U (opens in new tab).)Ĭomposition claims aside, the secret to this audio logo is that it's ultra-flexible, and easily adapted to local markets, languages and cultures everywhere, as well as specific campaigns and different musical styles. The truth is confusingly complex, but essentially a succession of creatives contributed to the final jingle, including the German ad agency Heye & Partner (opens in new tab), Justin Timberlake, Pharrell Williams, Pusha T, and others. So much so, that there's been a great deal of controversy within the pop and hip-hop communities about who actually wrote it. ![]() The slogan 'I'm lovin' it', accompanied by a super-catchy “ba da ba ba ba” vocal hook, was universally popular and instantly recognisable. So it's perhaps surprising that the corporation, first launched as a franchise operation in 1955, waited almost half a century before it launched its first global marketing campaign, in 2003. Love it or loathe it, McDonald's certainly knows branding. ![]()
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