Why the Olympic sonic logo is the loudest argument yet for killing sonic branding's most overused cliché.

When the International Olympic Committee unveiled its first-ever sonic logo recently, it joined a growing and rather crowded club. The heartbeat. Again. And this time, they brought the world's most recognisable set of rings with them. It's a symptom of a much deeper problem in sonic branding. And it's time we talked about it.

There’s a magic to being in a stadium. The roar of the crowd, the pounding of feet on metal stands, and the electrifying moment when thousands of voices join together in song. It doesn’t matter if it’s football, rugby, or even handball (I am Icelandic) —those shared anthems ignite something primal in all of us. They’re more than just music; they’re a call to unity, a declaration of passion, and a celebration of being part of something bigger.

Music is not just decoration for brands. It is one of the few tools that reaches people at speed and at scale, and it does so by working with how the brain is built. When brands use sound with intent, they help people feel, remember, and return. That is not magic. It is neuroscience.

In the crowded world of streaming content, where viewers are often tempted to hit "Skip Intro," Severance stands out as a show that compels its audience to sit through its main title sequence—every single time. Why? Because its theme, both sonically and visually, is nothing short of mesmerizing. For marketing professionals, this presents an invaluable case study on how to craft branding that resonates deeply with audiences. Let’s break down what makes Severance’s main title theme so effective and explore actionable lessons brands can apply to their own sonic and visual strategies.

Sonic branding, audio branding, sound branding—whatever you want to call it—it’s a game-changer for businesses looking to make a lasting impression. But what exactly is it? And how can you use it to give your brand a unique voice (literally)? Let’s dive in!

Sonic branding, in its current, modern form, is a relatively new concept, however, its journey to becoming a holistic experience is nothing short of fascinating. From the ringing of church bells in 400 AD as a call to prayer to market traders singing about their wares throughout history, or a catchy jingle from the 1980s, the evolution of sonic branding has been anything but straightforward.