Create a story around the sound logo that would resonate both with internal and external audiences. We were not looking for a mnemonic that would solely increase the brand’s recall. We knew we needed to find a way to tell the story of UBS through sound in less than 4 seconds.

This is where we came across David Klavins. A master piano builder on the search for the best piano sound in the world. Just as UBS he is striving to be different, not for the sake of being different, but for simply being better.

Music is about striking the right chord with an audience, just like a great story. UBS wanted to tell their story through music. Our answer: never mind sonic logo’s, give your audience an honest musical moment on the best sounding piano in the world.

After we created the strategic framework we composed several routes for an audio moodboard session. The client’s feedback made it clear in what musical atmosphere the new logo would have to be. It had to be simple and striking.

What makes this piano truly unique is not the size but the sound; bolder, brighter, and richer. We recorded the sound logo using state of the art microphones These microphones recorded not only the piano but also the human playing the piano, further increasing the authenticity of the logo.

The 3-chord progression itself is an outgrowth of the circle of 5ths, which has been at the foundation of western musical harmony for over 400 years ago.

We created a guideline document that explains how to correctly implement the sound logo throughout all touch points. This is available on the UBS brand portal for all employees, and external agencies, to use.

The sound logo was launched with first global campaign in 5 years, on the 1st of September 2015. Forming an integral part of their global rebrand.

UBS has received a great deal of positive feedback on the logo from its own employees. It helped strengthen the brand internally and engage employees with the story of UBS.

UBS is currently in the process of implementing the sound logo throughout all of its touch points. Making sure that every stakeholder, employees and external agencies, uses the sonic logo in the right way.