Siemens’ sonic rebrand introduces a bold and modern direction

The new sound is defined as “Electronic Mindset. Acoustic Performance.” Partnering with audio branding agency why do birds, Siemens takes a subtle approach to its ever-evolving sonic identity.

The design crafts electronic compositions and brings them to life with real instruments. The iconic Siemens sonic logo was recreated with faster, punchier notes and a brighter melody. With its rebrand, Siemens aims to create a modern design with a human touch. The instruments used for the music were programmed by computer from sampled strings.

Throughout the planning process, why do birds used AI to generate sonic moods that touched on different points of the brand’s personality, says Alex Woodrich, managing director at why do birds. It helped the designers communicate with the client the music direction, but AI was not used for the sonic branding concepts or music production. Why do birds integrated AI into Siemens’ toolkit to do mundane tasks like cleaning up recordings and separating tracks. 

Siemens started its partnership with why do birds in 2015, continuing its long-standing mission of creating holistic audio branding since 2002. The goal has been to make the brand acoustically recognisable across all brand touchpoints.

“Our new sound sharpens how people experience our innovation and embodies our core design principles of clarity, purpose and impact,” says Gennett A. Agbenu, Siemens AG global head of brand experience. 

Its design principles intend to maximise impact with few layers, use sound intentionally and create contrast to stay unexpected. Siemens will implement its sound landscape anywhere the brand is heard, including events, films and user interfaces.