Update August 2020: The International Sound Award 2020 for audio branding for  the new Telekom sound branding goes to S12 and Klangerfinder

Over 60 percent of people living in Europe associate the Telekom Sound Logo with the brand. The new development, for the 20th birthday of Telekom sound branding, was nominated for the International Sound Award. In the “audio branding” category, the Telekom Sound Logo prevailed over the competition and won the sound award 2020. S12 was jointly responsible for the new development with Klangerfinder.

A new sound world for Telekom

Telekom has been a pioneer in audio branding for many years. Today the melody of five tones or rather the audio logo, is known throughout Europe. For the 20th anniversary, S12 and Klangerfinder have made the Sound Logo fit for the future. The tone sequence from 1999 remains unchanged and forms the core of the new sound identity. The modernized Telekom Sound Logo was rearranged using the newly developed “magenta tone color”. Functional sounds in the new timbre were developed from the core of the brand and the Sound Logo melody, including for the Telekom apps, the smart speaker and other digital applications. In this way, Telekom is expanding its sound identity and deepening the intuitive customer experience in the digital world.

On the basis of a comprehensive market research study, clear goals could be defined and achieved. Sound codes were developed from the implicit values, which among other things form the basis for the new Telekom sound.

Client: Deutsche Telekom AG
Agencies: S12 GmbH, Klangerfinder