Listen: AA releases first-ever sonic identity

Calling on sonic branding and sound production company Sixième Son, The AA’s new sonic identity hopes to support the company’s aim of remaining a trustworthy brand for UK road users. The new identity, which tries to capture The AA’s DNA, legacy and forward-looking spirit, is tailored to all touchpoints.

The update to the driving services business brand is part of demonstrating to The AA’s audience that it has evolved over time, as shown by the expanding range of services it provides. The new sonic identity has to therefore be modern and reflect the new brand tagline, ‘Always ahead’. Sixième Son was keen, however to ensure its work did not isolate older drivers.

Utilising strong bass and percussions, the sonic brand is upbeat and attempts to evoke a feeling of safety when with The AA. It also tries to convey a sense of optimism and joy, which falls in line with the brand’s yellow, sunny logo.

The sonic identity also has a degree of flexibility across touchpoints. For instance, the TV campaign includes clapping to support the text as it transitions to the sonic logo, and its customer service lines have two different adaptations. The call centre lines version is smooth and positive, while its emergency lines sound is more streamlined, and includes an acoustic guitar.

Laurent Cochini, managing director at Sixième Son, says, “With this creation, Sixième Son has signed the sonic identity of an iconic brand in England, demonstrating its ability to make the most of sound for the biggest names in roadside assistance. With a combination of two catchy high-pitched notes, a siren sound that reminds us of the patrols when on duty, deep bass and drums, and major scale notes to highlight the positivity of the brand, we managed to express The AA in all its richness.”