A New " sonic branding " for Accor
sonic branding
Accor Live Limitless
sonic logo
Brand Anthem
Brand voice
Break away from the conventions of corporatemusic .
As Accor redefines its brand platform, the group is issuing a call for proposals to create its new sonic branding.
Our goal is to capture this transformation without resorting to the usual tropes of corporate music.
We want to create authentic brand music: a composition that people can enjoy listening to on its own, with enough character to convey Accor’s scope, boldness, and spirit of freedom.
At the end of the competition, our musical proposal and our “ sonic logo ” were selected.
Give Accor its own soundtrack
We envision the anthem as a soundtrack that can accompany the brand’s various moments and speak to its entire community: customers, employees, hotel owners, and partners around the world.
Musically, we opt for subtlety rather than grandiosity.
The composition builds gradually, with a rhythm that gains energy without ever exploding. Blending orchestral writing with more contemporary textures, it seeks a balance between grandeur, elegance, and freedom.
The strongest opinion will be the voice of Merryn Jeann. Deep and ethereal, it immediately lends the music its character and uniqueness.
The result is intentionally similar to a track that you might listen to outside the context of a brand’s marketing: original, distinctive, and adaptable music, free from the constraints and licensing requirements of a commercially available track.
Bringing thesonic branding
Based on this anthem, we are creating Accor’ sonic logo , as well as the various versions needed for its rollout.
For nearly a year, we’ve been working with the teams to bring this new brand to life: adaptations, cutdowns, variations on the music and brand sound, as well as selecting the voice for the on-hold messages.
This support is an integral part of the project. A “ sonic branding ” doesn’t end with the delivery of a piece of music and a few notes: we need to enable the teams to make it their own and use it consistently over time.
Music Made to Last
sonic branding , which operates internationally, has been supporting Accor for several years. The project notably won the Gold Award at Top/Com 2020, as well as a Music+Sound Award in the Branding category.
After a period during which it had kept a lower profile, Accor has now reached out to us again to bring this brand identity more firmly back to the forefront of its communications.
This is undoubtedly the best proof of its staying power: even several years after it was created, the music can be revived, adapted, and continue to represent the brand without needing to be reinvented.
sonic branding s designed to be like music itself: creative, distinctive, and built to stand the test of time alongside Accor.
I think this version is stronger than the first one. It highlights three things that are very much "Chut" without artificially emphasizing them: the level of musical creativity, the year-long support, and the longevity of their identity.
And it complements the other sections well: Leroy discusses long-term establishment, Auchan the reinvention of an existing legacy, CGR the creation of an immersive system, and Accor the ability to create original music with the artistic value of a commercially released track. This is excellent evidence of your positioning.
