Visual logos get all the love, and for good reason. Human beings tend to be focused on visuals as a primary means of interpreting the world. But our other senses are just as powerful, and corporations ...

For decades now, the PlayStation logo has been accompanied by an iconic jingle. It’s a very simple sound, but anytime it appears in a commercial or trailer, fans immediately know that a PlayStation ...

For a long time, B2B brand managers believed that the benefits of sonic identities belonged to B2C companies. Unlike consumers, B2B customers supposedly made decisions based on fact and functionality, ...

The biggest brands pour creativity into being instantly recognizable. A logo you can spot at 20 paces. A color palette that becomes cultural shorthand (think Oreo blue or Coca-Cola red). That visual ...