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Acoustic brand identity
Audible profile of a brand that enhances brand perception. The acoustic brand identity stands for a strategic, planned, audible identity of a company, based on brand essentials, corporate philosophy and corporate culture.
See sound identity
Acoustic design
Design generally stands for composition. Sound design is the purposeful acoustic arrangement of a product (e.g. menu navigation of technical equipment, etc.). If the sounds are produced by the product itself, it is called sound design: e.g. blinker, slamming of car doors, motor sounds or the sound of a vacuum cleaner.
See sound design
Acoustic signal
Short acoustic signal. See audio cue, earcon
Addlibs
Used in the field of pop music, adlibs are spontaneous, extempore solo or choral voices, which complete certain parts of a pop song or support the song by illustrating the content acoustically. Adlibs do not contain textual statements and are more like interjections such as “Yeah” or “ah”.
Ambient sound
Ambient sound, also known as soundscape, describes the sound atmosphere in real (fairs, exhibitions, points of sale) or unreal (telephone on-hold lines, websites) space.
Audio cue
Short acoustic signal. See acoustic signal, earcon
Audio logo
Short acoustic signal that allows the sender to be identified. An audio logo that has its own independent identity.
See acoustic logo, sound logo, sonic logo
Back timer
Radio jingle played between songs and radio programs such as newscasts or traffic announcements.
Baseline
The baseline in music is usually played by the bass. The baseline forms the fundament of the composition.
Brand music
Brand music stands for the characteristic music of a brand. This can be either complete compositions or elements of the acoustic identity.
Brand song
A brand song is either a song that is already popular or one that is specially composed in accordance with the acoustic identity guidelines. It is used in corporate communication to transport the brand essentials.
See brand track.
Brand theme
Short independent musical element that clearly identifies a brand; can be integrated into any piece of the spot music. Usually serves as the basis for developing brand music or an audio logo
Brand track
A brand track is either a song that is already popular or one that is specially composed in accordance with the acoustic identity guidelines. It is used in corporate communication to transport the brand essentials.
See brand song.
Brand voice
Characteristic voice used consistently for speaking or singing.
Bumper
A bumper is a sound effect used primarily in radio or TV to separate newscasts and other issues.
Cacophony
Greek: kakÛs, bad; phöné, sound, voice or dissonance. Originally, used only in the field of music. Today, also used to describe dissonance in speech. Cacophony is the opposite of euphony.
Claim
Claim is often used as a synonym for slogan. But the two words do not mean the same thing. Unlike a slogan, a claim transports a concrete promise or the unique selling proposition of a company.
Closer
Jingle that indicates the end of an audio/visual communication activity. See stinger.
Commercial song
Song used for promotional purposes.
Corporate anthem
Song composed specially for a company and used internally to transport the corporate philosophy and corporate culture to employees. The corporate anthem should motivate and help employees identify with their company.
See corporate hymn, corporate song.
Corporate hymn
Song composed specially for a company and used internally to transport the corporate philosophy and corporate culture to employees. The corporate anthem should motivate and help employees identify with their company.
See corporate anthem, corporate song.
Corporate song
Song composed specially for a company and used internally to transport the corporate philosophy and corporate culture to employees. The corporate anthem should motivate and help employees identify with their company.
See corporate anthem, corporate hymn.
Corporate sound
Acoustic appearance of a company.
Dramaturgical music
Music composition that fits the dramatic staging of a TV or radio spot.
Drop-in
Claim or slogan, spoken as a shout (loud) or a whisper (quiet).
Dynamics
All possibilities in changing of volume.
Earcon
Short acoustic signal. See acoustic signal, audio cue
Euphony
Greek: euphönÌa, also melodiousness or sonority. The word euphony is used in the field of music and in the field of speech to describe enjoyable and positive sounds.
Fingerprint
Audio ID Technology for identifying audio content automatically via an algorithmic code. After creating the algorithm of the sound signal, the so called fingerprint of a music title is compared with reference data to identity the title. The Audio ID technique is applicable in the field of music-search and in order to avoid music piracy.
Harmony
Mostly pleasing combination of tones or sounds produced simultaneously.
Hook
Memorable melody, also called hookline.
Hookpromo / hookcollage
Collage of different well known melodies (hooks).
Instrumentation
Each instrument is defined by its own sound characteristics. The sound characteristics of natural instruments are determined by form, mass and material. Synthetic instruments are not limited by physical factors. Attributing a certain (fixed) trait to each instrument is not possible; general traits can only serve as orientation guides. The effect of an instrument is not static; rather it is influenced by factors like tempo, key, melody, pitch, style, or other instruments. Performing artists add an additional unique character to instruments.
Interactive sound
Interactive sound includes acoustic signals that introduce action, navigation or structure. On a website it serves as acoustic feedback to user actions and navigation actions.
Interval
Distance of tone pitch between two successive or simultaneously sounding tones.
Jingle
Short melody or musical version of a slogan. Originally, a jingle included sung words. Today, it can also be purely instrumental. Only length distinguishes a jingle from the shorter acoustic logo.
Melody
Describes the up and down of music; how the music evolves over time. Melody is an important element for recognition.
Mnemonics
Words, visuals, acoustics, order of information elements supporting information recall, e.g. acoustic logo or phrasing of a telephone number.
Morphing
Animated cross fading between two or more pictures by using special computer programs that fuse digital image data.
Musical origin
Musical perception and understanding as well as musical preference is affected
Musical styles
Classes into which music is categorized according to fixed patterns and sound characteristics. These characteristics are decisive for music preferences of a musical composition.
Moodboard
Tool that presents a range of different moods in terms of music pieces or pictures, helping to define the brand personality.
Music bed
Mostly instrumental, always recurring background music used to support spoken text. Background music for narration and for broadcast moderation.
Music flow
Well thought out dramatic staging and strategically planned chronology of music titles that form the typical sound of a radio station. Radio jingles and music cross fading help to navigate through the music flow.
On-Air-Design
Acoustic and visual appearance of radio and TV stations.
Opener
Jingle, placed at the beginning of radio transmission or segments.
Promo
Term, used in the radio industry for house advertising.
Ramp
Sound that follows a spoken claim.
Reminder
Short commercial which refers with its core message to a longer lasting spot, placed before, to remind recipients.
Rhythmics
Grouping of musical elements and regularity in a piece in a piece of music. Rhythm has a major influence on perception. Only unique groupings can support recognition.
Service jingle
Acoustic signal or jingle played in radio to announce specific services such as the weather forecast or traffic reports.
Shotgun
Short, catchy jingle.
Showopener
Melody or jingle at the beginning of a broadcast or show.
Signature motif
Short musical statement composed of only a few striking notes. See signature tune.
Signature tune
Short musical statement composed of only a few striking notes.
Slogan
Catchy claim to solicit a product or a brand. See claim.
Sound design
Design means abstract composition. Sound design is the purposive acoustic design of products: e.g. the menu navigation of technical devices. If the sounds are produced by the product itself it is a matter of sound engineering: e.g. the sound of a blinker, the slam of a car door or the sound of the motor. See acoustic design.
Sound Engineering
Purposive design of product sounds such as the sound of a blinker, the slam of a car door or the sound of the moto or a vacuum cleaner.
Sound Identifiers
Acoustic elements which form the acoustic overall appearance of a brand or a company. Thes elements contribute to the corporate sound.
Sound Identity
Sound identity, abbreviated SI, is the acoustic concept of a brand. The SI is the strategical planned audible identity of a company, based on corporate identity, corporate philosophy and corporate culture.
Sound Logo
Short acoustic signal that allows the sender to be identified. An acoustic logo that has its own independent identity.
See audio logo, acoustic logo, sonic logo
Soundscape
Sound and music designed to be in the background. See ambient sound
Stinger
Jingle that indicates the end of an audio/visual communication activity. See closer.
Tag
An sung or spoken identifier, followed by mainly instrumental music which is supporting the identifier.
Tagline
Subheading which is additonal to the main title of a movie and mostly quoted on posters or dvd covers. This subheading is an effective advertising element to attract customers.
Telephone holding line
Telephone holding lines usually include background music, fitting the acoustic identity of the brand or the company. They inform calling persons about absence of the callee and/or about corporate news, business hours or phone extensions.
Tempo
Usually indicated in beats per minute (BPM). The subjective perception of tempo, however depends on the style of usic. Tempo influences the affective perception.
Theme
Melody line that is repeated several times in a piece of music and is easy recognizable.
Timbre
Describes the sound characteristics of a piece of music.
Transition
Short piece of music or jingle, to link two different pieces of music
Voice
Each voice has unique characteristics. Changes in intonation cause changes in content and emotional perception.
Voice over
Invisible voice in commercials.
Watermark
Established to fight piracy, a system of inserting a unique code into an audio file. The code identifies each audio file and enables trace-back to the original recipients. |
