The very first sonic logo I heard was at 12 weeks gestation. It was my mother’s heartbeat. The second was her voice. These two simple sounds gave me a sense of self and my first, albeit hazy, understanding of the world outside. With these audio clues, I could tell not only where my mother was but also whether her surroundings were exciting or calm, happy or sad, dangerous or safe. I even heard my mother’s language and imitated it in my own cries. From the moment I was born, I was able to recognise like-minded spirits simply from the sounds that I heard.

But I was no baby genius. This ability to detect subtle changes in mood, geography, safety and hostility just by listening is a survival skill inherent in us all. The truth is that sound is one of the most sophisticated communication tools that we possess and one that neuroscientists are just beginning to understand.

We are physiologically programmed to respond to nature. Most of us find the sound of the sea very soothing, and not just because it reminds us of holidays. Its frequency of 12 cycles per minute is actually the same as the breathing frequency of a sleeping human. Birdsong also promotes feelings of well-being. We know instinctively that when the birds are singing we are safe; when they stop, we get worried. BP have recently installed birdsong soundscapes in their toilets as part of their campaign of stimulating a sense of well being and calm for their motorist customers. Check out the number of garages that play heavy rock. As my colleague Julian Treasure remarks – if motorists are listening to sounds like that, are they ever going to drive within the speed limit?

So if getting close to nature is one way to connect with humans very quickly are brands using these stimuli to connect with consumers? The answer is yes.

Take MGM. Nothing says louder that I am ‘king of the jungle’ than the roar of a lion. In a time of intense competition and a city that felt like a human jungle, Metro Goldwyn Meyer adopted the lion’s roar as their logo.

But one brand takes us right back to Mama. Check out Audi’s sonic logo blatantly based on the human heartbeat. The ultimate endorsement of safety and life itself. Where’s my dummy?

Ruth Simmons, CEO
soundlounge