Branding Originally, branding referred to the property marking of livestock. Today, the term describes all activities involved in the development of a brand with the aim to set one’s own product apart from the bulk of similar ones and to enable distinct association with a specific brand. Corporate...

Chord Harmony of at least three notes. These can also sound successively as a broken chord. Acoustics Originally, the science of physical sound processes as wave phenomena in solids, liquids and gases based on mechanic molecular vibrations. Today, acoustics also include the science ofsound...

Audio logo (sound logo, sonic logo, acoustic logo, signature theme, jingle, acoustic signature) The audio logo is a brand’s acoustic identification element and is often used in combination with the (animated) visual logo. Must be concise, distinct, catchy and flexible and fit the brand (brand fit)....

Brand versus corporate The term ‘corporate’ refers to the company as a whole, while ‘brand’ refers to an individual brand. Thus, the design guidelines of the company Daimler are listed in the corporate design manual, whereas the company owned car brand Mercedes-Benz has its own brand design. The...