Yello Sound Branding

Sampling the Sun ☀️

"Sunshine in, mood up" - Yello stands for optimism, joy of life, and sustainability that is fun. The energy company offers solar energy as its central product. And the symbol of the sun encapsulates the brand's claim of "good energy" perfectly. The visual design elements - the circular yellow logo and the recurring Companion Dot - as well as the brand's activating tone are inspired by the sun.

Our task was to develop a holistic, strategic, and creative sound branding for Yello, making it flexible for application across various touchpoints. A forward-looking approach to sound branding for a forward-looking digital-first brand.

Sampling the Sun

The principle idea: "Sampling the Sun". We draw inspiration from the sun, similar to the existing corporate design elements, using it as both a sound and a source of inspiration for the brand's new sound identity, thereby charging Yello's sound with "good energy" both literally and metaphorically.

How? The sun actually makes sounds; rising pressure waves from gas in the sun's core were recorded by NASA and converted into audible samples by Prof. Alexander Kosovochev at the Stanford Experimental Physics Lab.

We used these solar samples and combined them with compositional elements that also generate good energy.

The sound of Yello

The sound identity became audible in the manifesto, a 3:00 minute blueprint asset that forms the core of the new sound branding.

Acoustic Brand Manifesto

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In addition to the manifesto, a sound logo was created as another central element, along with three pieces of music in the Yello Music Library, which are currently modularly prepared for online and social content. The tracks vary in mood, content purpose, energy level, and tempo.

Soundlogo

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Musik Track 03 “Inner Boost”

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