• Transform magazine
  • May 17, 2021

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Singapore Airlines launches new sound identity

Batik Image

Singapore Airlines (SIA), the flag carrier airline of Singapore, worked with specialist sonic branding agency DLMDD to develop a new sonic identity, ‘The Sound of Singapore Airlines,’ which will be experienced throughout every passengers’ journey with the airline

The ‘The Sound of Singapore Airlines’ forms part of SIA’s new brand architecture aimed at stimulating all the five sense. The sonic identity comprises of three 10-minute instrumental tracks entitled ‘Landing Music,’ ‘Boarding Music’ and Lounge Music.’ The musical trilogy has been designed to be played onboard aircraft during boarding, landing and in airport lounges.

“There has never been a more important moment in history for an airline to tell and evolve its story in the skies. This is a truly stunning sonic identity that not only pushes artistic possibilities and technological capabilities, but most importantly brings collaborators from all corners of the world together to create something bold, innovative and unique that’s going to live with the airline for many years to come,” says Max De Lucia, founder and client director of DLMDD.

The music was inspired by the new Singapore Airlines batik motif, which pays homage to its brand heritage. The tracks reflect the original batik motif of the cabin crews’ sarong kebaya and Singapore’s status as a garden city. 

The soundtrack was created by composer Rohan De Livera, in collaboration with audio architect Dominic Murcott, who designed and built a unique digital instrument that is able to translate the visual world of the batik and develop the colour frequencies of the 10 featured flowers in the new motif into 14 sets of melodic fragments.  De Livera used the instrument to create the symphonic melodies heard in the trilogy, performed by the Budapest Symphony Orchestra.