Yello
Yello Sound Branding
Sampling the Sun
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Yello embodies optimism, joy, and sustainable energy that brings smiles. The bright yellow, circular logo, the recurring "Companion Dot," and a vibrant tone all symbolize "Good Energy," inspired by the sun.
Our mission was to create a sound branding that resonates across diverse brand touchpoints with flexibility and impact.
Sampling the Sun
The concept: we harnessed the sun as both a sound and a source of inspiration to craft Yello’s unique audio identity, infusing its sound with “good energy,” both literally and metaphorically.
How? The sun actually produces sound! Rising pressure waves from gases at its core have been recorded by NASA and the ESA, then transformed into audible samples by Professor Alexander Kosovochev at Stanford’s Experimental Physics Lab.
We combined these Solar Samples with musical elements that generate positive energy. The result is a sound that resonates with Yello’s young, urban audience: exciting, modern, and genre-bending—like a well-crafted indie pop track with hints of funk, disco, and electronic influences.
A Flexible Sound Architecture
Yello’s new sound identity comes to life in the Manifesto—a foundational acoustic piece for the brand’s sound. From this, we developed the sound logo and a flexible, modular Yello Music Library.
A new brand voice, characterized by warmth, optimism, and an energetic tone, enhances Yello’s brand personality.
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A new brand voice, characterized by warmth, optimism, and an energetic tone, enhances Yello’s brand personality.
A sound guideline complements the brand’s visual guideline and provides support in applying the new sound branding.
Good Energy, Made Experiential
Collaborations with artists like Alli Neumann, along with pop-up spaces and branded playlists, bring Yello’s sound identity to life beyond traditional channels, making it truly immersive and experiential.
Consulting
Mike Arnus
Laura Brinkmann
Creative Direction
Inken Bornholdt
Artur Jansen
Production
Alexis Papadimitriou
Markus Sasse
Emil Rüegg
Bastian Kohler