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Aeroexpress’ New Sound

Feb 13, 2013

In addition to its visual logo, Aeroexpress now has its very own trademark audio motif, which was launched in February 2013, making the company the first Russian railway carrier to have its own audio identity.

In an environment where sound is used more and more in marketing, identity is more important than ever. For this reason, Aeroexpress, together with RADAR Agency, developed a fully-fledged audio image for the brand.

“When developing Aeroexpress’ audio identity, we took the three concepts of ‘comfortable’, ‘modern’, and ‘on time’ as the basis”, commented Ildar Zaynetdinov, Strategic Director of RADAR. “Using both musical instruments and studio techniques, we have created an audio logo that conveys all these concepts through sound.”

Work was not just limited to the development of an audio logo however. In addition, a brand theme, hold music for the company’s telephone system, and short jingles and tunes for using in radio and television commercials were also composed. What’s more, Aeroexpress will also soon have its own voice, provided by Kommersant FM’s Andrey Norkin.

“The audio branding industry is relatively new to Russia, and is only now starting to gain momentum”, said Rustam Akiniyazov, Chief Commercial Officer at Aeroexpress. “We understand that any modern brand needs to be unique. This requires a strong image, which can be immediately identified by both its look and its sound. That is why we decided to complement Aeroexpress’ visual image with vivid and memorable sound themes that will become yet another calling card for the company, and will also help passengers make an emotional connection to it.”

The new audio logo is already being used before all voice announcements aboard Aeroexpress trains and at the company’s terminals.

The new audio logo is already being used before all voice announcements aboard Aeroexpress trains and at the company’s terminals.
http://vimeo.com/59397482