A sonic logo on its own isn't going to do very much. We get frustrated with smaller brands who come to us and say, 'We need a bing-bong'. You just can't encapsulate a brand for £500 in a three-second sound. It doesn't work.

Conscious listening is very largely overlooked in the mainstream of education. It's such an important skill in life. And yet we expect children to pick it up from home or from peers informally.

You or I never buy an Intel product explicitly, and yet their sonic logo is far better known and more powerful than its visual equivalent. It's probably worth hundreds of millions of dollars.

Julian Treasure Quotes