Sonic Identity
Sonic branding is the use of sound and audio that helps reinforce our brand identity on a different dimension by creating an instant association between audience and brand.
With sound, we can also connect to our audience on a different level by transcending culture, language, and graphics and cut through the noise that already exists out there.
There are also strong emotional responses to sound, allowing us to connect on a more personal level. A distinct sound enhances recall subconsciously and strengthen our brand affinity, making Mellon instantly recognizable without saying a single word and even reaching those who may not be paying attention.
Mellon’s sonic identity is inspired by Florence Price’s Symphony No. 1 in E Minor. Price’s Symphony is notable as the first composition by an American woman of color to be performed by a major orchestra. Price often took inspiration from folk melodies and church songs, creating music with roots in tradition and community. This spirit animates the Foundation’s “aural logomark.”
The Mellon Foundation Sonic Identity:
Sonic Variations
Our sonic identity consists of four variations as pictured below. Each variation uses a different harmony to reflect the context each logomark. The melody remains consistent across all variations and links directly to the logomark’s various modes of expression.
Pristine
The pristine audio is our primary sonic identity, and to be used alongside our primary logomark, the pristine M. This sonic is our default and can be applied freely.
Dynamic
The dynamic audio is for use alongside the dynamic M logomark. It’s suitable for energetic, playful, and highly expressive context, conveying a quirky and fun tone, not taking itself too seriously.
Empowering
The empowering audio is for use alongside the Empowering M logomark. This is suitable for contexts concerning societal change, outreach, activism, and social justice. It conveys an uplifting and rousing tone, a call to action.
Reverential
The reverential audio is for use alongside the Reverential M logomark. This audio is suitable for reflective and solemn contexts, conveying a respectful tone.
Making New Arrangements
When editing or creating new arrangements of the sonics, the core melody should remain constant throughout. The structure of the harmony may adapt and change as necessary, but should always adhere to the chords written above the stave.
