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Tigers Logo
 | Rattleware 3-Ounce RW Logo Shot Pitcher, Glass
Sale Price: $6.95
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| Heavy glass shot pitcher with a handle and two pour spouts. Graduated marks read in ounces and milliliters...ounces are marked at every 1/2oz Milliliters are marked at every 10ml. |
 | Espresso Supply 2-Ounce Shot Glass
Sale Price: $7.49
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| This hardy shot glass is less likely to break or chip due to the heavier weight glass. It also provides more insulation against heat for sensitive fingers. Marked at the 1oz Holds 2oz to the rim Height: 3 / 8cm Diameter at the top: 2... |
 | Early Years
List Price: $6.98
Sale Price: $3.55
Used From: $3.41
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| All products are BRAND NEW and factory sealed. Fast shipping and 100% Satisfaction Guaranteed. |
 | Tigers Jaw
List Price: $11.98
Sale Price: $7.04
Used From: $10.79
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| All products are BRAND NEW and factory sealed. Fast shipping and 100% Satisfaction Guaranteed. |
 | Survivor - Greatest Hits
List Price: $11.98
Sale Price: $39.98
Used From: $4.96
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| Once middle-American radio gods now occupying an uneasy position in the classic-rock arena (they're too pop to be "classic" in the ordinary sense, but too huge to ignore), it'd be a lie to say that the critics ever loved Survivor... |
![The Golden Child [VHS]](http://www.macdrebobbleheads.com/images/i/61FSVZZBSKL._SL75_.gif) | The Golden Child [VHS]
List Price: $14.95
Sale Price: $13.52
Used From: $0.98
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| Eddie Murphy does keep testing our patience by trying to expand his cinematic horizons. For some reason, he is the only person on the entire planet who can rescue a magically gifted child from the clutches of evil kidnappers... |
![Golden Child [VHS]](http://www.macdrebobbleheads.com/images/i/11jlobC2BtL._SL75_.jpg) | Golden Child [VHS]
List Price: $14.95
Used From: $8.83
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| Ex-rental. Slip case has light edge wear. Tape is in excellent condition. Same day shipping. |
 | Detroit Tigers Logo Wall Decal
List Price: $89.99
Sale Price: $71.88
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| Please Note: These will not adhere to textured walls These lifesized officially licensed graphics are constructed from tough, tear- and fade- resistant vinyl with a low-tack adhesive that lets you move and remove them from walls without damaging surfaces. |
The Logo is Dead - Long Live the Logo!
At the heart of any brand's public face is a logo. Whether it's golden arches or Olympic rings, a Logo Can truly be the picture that tells a thousand words about a brand, reminding us of many associations and values in a single glance. Logos have been so effective for so long that it's no wonder every company has one - but this is exactly where the problem lies.
I call the problem overmessaging. Each of us now encounters a staggering 30,000 commercial messages every single day, and the vast majority of them are visual. This means that for the next few years at least, sonic logos by which I mean short sonic mnemonics that are the exact audio counterparts of the visual logo must be worth trying simply because they're uncommon, which means they can be powerful differentiators. However theres more to sonic logos than curiosity value alone: well used, they can produce exceptional results. The also go back much further than you might think.
Sonic logos have actually been around for hundreds of years: street calling used to be the main way tradesmen advertised their services, as wonderfully romanticised in the film Oliver. Its only a few decades since that practice ended: I can remember the rag-and-bone mans mournful shout of anyoldiron? from my childhood in London. The modern-day equivalent is the Ice Cream van: just watch the cathartic effect of its chimes on surrounding buildings on a hot summers day to see the potency of sonic logos deployed in the right place at the right time. Most ice cream chimes are generic, but in Sweden the Hemglass ice cream tune is a universally known and loved sonic brand.
As soon as the advertising industry got sound to play with, it saw the potential of memorable music/voice combinations and the jingle and tagline were born. The dividing line between jingle or a tagline an a sonic logo is blurred. In general, jingles and taglines come and go with campaigns and rarely live for more than a few years. Even the most memorable usually get retired. For hands that do dishes&; Its the real thing; these and many more once-mighty jingles or taglines are now languishing in retirement homes, though the brands are still very much with us today.
Some taglines have become sonic logos through sheer memorability. One in particular has outlasted entire generations of customers: Tony the tiger has been saying theyre gr-r-r-r-reat! since 1951. This is probably the longest-running sonic logo in the world, and it has now outlived its voice-over artist. Thurl Ravenscroft voiced many Disney characters but Tony was his greatest achievement. He was Tony's voice for over 50 years until his death in 2005; today, Lee Marshall carries the baton.
Some of the most successful sonic logos have even been registered as trademarks: the roar of the MGM lion and the old NBC three-tone chime are two examples.
These examples notwithstanding, it wasnt until the 1990s that sonic logos started to be taken really seriously and their use considered by many major brands. The sea change came with Intel. Its four-note sonic logo, composed by Austrian musician Walter Werzowa, has become one of the best-known sounds in the world, and has spearheaded Intels extraordinary success as a brand given that this is a product nobody ever sees and nobody ever buys.
Today, sonic logos are more in play then ever before. UK insurance giant Direct Line has a sprightly bugle call, which speaks volumes about urgency, assistance and playfulness in just three seconds. Apple has its comforting, uplifting start-up sound, engineered in 1991 by Jim Reekes and still shipping 16 years later. (It is inexplicable that the mighty Microsoft has never seen the value of a single start-up sound; the sound of Windows has changed with every successive version of the software, so that now there is no sound of Windows. They may be learning through: huge amounts of time and money were invested in a language of sounds for the Xbox 360.) Lufthansa has invested in a corporate sound, comprising four rising tones that are aimed to convey feelings of taking off and wellbeing. Siemens has recently added a seventh element to its branding: sound has now joined logo, claim, typeface, colours, layout and style as one of the basic building blocks of the Siemens brand. The company has created both an audio signature (aka a sonic logo) and also some mood sound as part of its new palette. Even political parties are joining in: Waless Plaid Cymru has a short sonic logo to welcome you in peace and harmony to its website.
The evidence is that more and more major brands are creating a sonic logo as a matter of course. With the continuing rise of mobile devices (along with custom ring tones and downloaded digital sound) I believe we have not yet scratched the surface of the sonic logo.
Is it time your brand found its voice before your competitors find theirs?
About the Author
Julian Treasure is author of the groundbreaking book Sound Business (http://www.soundbusiness.biz ) and Chairman of The Sound Agency (http://www.thesoundagency.com), an applied sound consultancy with clients such as BP, Honda, Tesco and Unilever. He lives in London with his Italian wife, children's book author Swan Treasure.
