BKP Group

Sonic branding

Creating a sound identity for a brand is a complex, lengthy and detailed process - even though the end result may be just a few notes. But those notes have emerged from many discussions, directions and interactions with the clients and focus group reports. A sound identity is as important as a visual identity - in fact the two should be counter reflective - each enhancing the message of the other - an emotional blend that expresses the brand in sound and vision. It is all too easy for someone just to knock out a few notes and call that a sonic logo but to create an identity that lasts and is truly reflective of the brand’s key emotional message is a process and an art. It must become entrenched in the human psyche and create the long term empathy that is key to branding success. Looking at some of our famous sonics such as Du, Emirates, One TV, Dubai TV to name just a few examples, clearly proves the point.

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Composition

I am often asked how we, as composers, write music or where the ideas come from. It’s always been a difficult question to answer because there is no real answer to the first phase of composition - which is the initial idea. That is what, I suppose, we would consider the strange
phenomenon of any form of creativity. A flash of inspiration, an idea that won’t go away, a sort of random yet forming thought or (in the case of music) a melody that circulates in your mind - and then the work begins. Really after that it’s more craft and experimentation. When you are working to picture there is a further dimension which involves making the images work as they are intended to - according to the wishes of writer and director. All in all, it’s demanding, often complex but hugely enjoyable.