The new brand positioning of Siemens is focused more on society and people. The new brand sound follows this new approach mirrored in the brand’s claim “Ingenuity for life”, with “Ingenuity” reflecting the company’s technical expertise and “life” referring to customer benefit. Translating this into sound, the sound identity makes the brand come to life on an emotional level. By “morphing” analogue into digital sounds, the sound identity expresses the change from analogue to digital orientation that has shaped the company as well as the lived reality of its customers and makes it experienceable.
Siemens AG, Munich, Germany
why do birds GmbH, Berlin, Germany
Jan Marius Bansche
Johannes Lehniger, Holger Schuhmann
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