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Michelin releases sound logo as it extends corporate identity


By The Drum Team, Editorial

October 27, 2010 | 2 min read

Tyre giant Michelin is to introduce a new sound logo as part of its corporate identity.

The logo, designed in collaboration with Sixième Son, is a 32-second sequence of musical notes which will support the brand’s image, message and baseline.

The logo will be used across TV, radio, telephone hold systems, advertising campaign and trade fair stands, and will also feature in TV packshots and radio ads.

The unveiling of the sound logo takes place at the same time as the 2010 Paris Roadshow and is part of a project which has been in development since 1998 to enhance the Michelin brand.

“The new audio identity will enable the brand to express – through sound – the concepts of mobility, modern living, innovation, quality and enjoyment,” said Claire Dorland Clauzel, senior vice president Michelin communication and brands and a member of the Group Executive Council.

“It actively supports the brand by accentuating its personality and creating differentiation. What’s more, it’s easily and widely understood. We’ve had very positive feedback from countries around the world, including China, Russia, the United States and France.”

The new audio identity is the final component of the brand’s overall communication strategy and was carried out by a team representing the cultures of the Group’s host countries; in particular China, Russia and the US, taking into account the Grou’s international reach.


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