The recognition of an audio logo

What’s in an audio logo? What influences its recognition?

We have evaluated the results from the surveys of RMS concerning audio logos.

We have classified the audio logos by content:
Voice (VCE) (spoken)
Vocals (VOC) (singing with or without text)
Instrumental (INS)
Whistle (WHI)
Polyphonic (ARR) (regardless of type)
Sound only (SND)
as well as combinations of different kind.

In the graph on the left we have related the brand recognition of 80 audio logos from the various surveys to the type of audio logos shown. A value of 0% means that no respondent recognizes the particular audio logo, 100% means that all respondents recognize the particular audio logo.

Recognition based on the type of audio logo

We can see that merely sound-based audio logos perform worst. In contrast vocal audio logos are those with the highest brand recognition. The presence of human components in the audio logo (vocals, whistles,etc.) proves to be crucial for supporting the recognition of an audio logo.