ABLOY defines the Sound of Trust and introduces new sonic brand
Abloy launches their first-ever sonic brand, The Sound of Trust. It is built out of audio cues that aim to evoke a sense of trust, based on music theory. Supporting the “ABLOY – For Trust” brand promise, the sonic brand will be applied throughout everything, from marketing communications to products.
JOENSUU, Finland, 10 November 2022 – Abloy Oy today introduced the new ABLOY sonic brand, the Sound of Trust. It will form an integral part of the overall ABLOY brand, supporting the brand promise “ABLOY – For Trust”. The sonic brand is based on sound elements that aim to evoke a feeling of trust.
“Music and sounds can create emotional connection, influencing how people experience the world. We at Abloy are dedicated to creating more trust in the world. That’s why we also wanted to define the sound of trust and through that create a trust-generating soundscape. Now we have discovered the audio building blocks of the sense of trust”, said Johanna Varis, Marketing Lead, Abloy.
The key of A major fosters trust
According to music theory, sounds activate the parasympathetic nervous system and thereby play a significant role in evoking feelings. In particular, the musical key of A major induces joy, reciprocated love, satisfaction, optimism and trust.[1]
“Our sonic brand is built around the key of A major. The bass rhythm in our sonic brand is meant to calm us down and make us receptive. The rhythm and the key of A are welded together with a signature melody that is easy to remember. Jointly, these sound elements form a humane and timeless sonic experience that feels positive and trustworthy”, Varis added.
Sound has been used to build moods through times in many contexts, including brand marketing. Sonic branding includes audio cues that provide connotations to emotions linked with a brand. Iconic sonic brand examples include Nokia, McDonalds and Windows.
The ABLOY Sound of Trust consists of a library of various sonic brand assets. These will be adapted in different marketing and communication touchpoints, such as videos, to name just one example. The collection contains a sound logo, music and themes, sounds for products and user interfaces, voice-overs as well as ambient sounds.
The Sound of Trust concept was designed in cooperation with branding agency SEK and produced by sound agency VILD Factory, both Helsinki-based.
Additional information:
Johanna Varis, Head of Marketing, Abloy Oy, johanna.varis@abloy.com, tel. +358 50 320 0864
Abloy Oy
Abloy offers security and locking innovations dedicated to creating more trust in the world. Combining digital and mechanical expertise, Abloy Oy develops industry-leading security solutions that protect people, property and business. The global ABLOY distribution network provides expert service to customers in over 90 countries.
Abloy is part of the ASSA ABLOY Group, the global leader in access solutions. Every day, we help billions of people experience a more open world. The Group operates worldwide, with 51,000 employees and sales of EUR 8.7 billion. www.abloy.com
[1] Steblin, Rita: A History of Key Characteristics in the 18th and Early 19th Centuries. UMI Research Press, 1983.