In an initiative designed to create a seamless and three- dimensional sound experience for the Xbox 360™ video game and entertainment system from Microsoft, NewYork based sonic branding firm Audiobrain has developed an audio strategy that will be experienced across many customer touchpoints in the years to come. By bringing a clear and consistent “voice” to the Xbox 360 experience, Audiobrain believes its sonic branding initiative for the Xbox 360 will help revolutionize the way the consumer interacts with the brand on multiple levels, creating a consistent personality while completely differentiating the sound of the Xbox 360 from any of its competitors.

Russ Glaser, Xbox Group UI Design Manager says, “When we set out to bring the Xbox 360 to life by infusing a sonic landscape, we were not looking for a sound design company, we were looking for a group that lived sonic branding. Audiobrain is that company. They developed a sonic dialogue that completed our established design language”.

In addition to the full Xbox 360 product sonification, which includes sound for the user interface, bootup animation and sonic signature,  Audiobrain also created additional branded soundscapes  for both the MTV Reveal Telecast, and the Xbox 360 E3 Briefing Event, held at the Shrine Auditorium in Los Angeles on May16th.  Additionally, Audiobrain created a Dolby 5.1 surround sound mix for use in movie theatres and other venues.

When sound is used as a branding tool we can significantly give voice and add equity, and are extremely happy that the Xbox Branding and Product teams place such a high value on audio and its branding capabilities.” Orlena Yeung, Xbox Global Brand Marketing Manager explains, “As we evolved the Xbox brand, we firmly had in mind to create a multi-sensory interaction with the consumer. Working with Audiobrain, we successfully gave the brand a new dimension through audio that we didn’t have previously.

Sonic branding by Audiobrain: Xbox 360 Sonic Branding: Official Sound Logo

This is the official sound logo created by Audiobrain, and is also part of the bootup animation. The sonic signature is a reflection of the Xbox 360 – you can hear the human energy, duality, cultural diversity and excitement.

Click here to view the embedded video.

Sonic branding by Audiobrain: Xbox 360 Product Sonification

Audiobrain developed the sonic branding strategy and product sonification for the Microsoft’s Xbox 360.  Hear the product sounds in this video!

Click here to view the embedded video.

Sonic branding by Audiobrain: Xbox 360 Co-Branded Environment

In crafting a quality sound logo, there is also a short version created that can live along side another sound logo in co-branded situations. Here’s and example of EA/ Xbox 360 sound logos in a co-branded environment.

Click here to view the embedded video.

As part of a long-term sonic branding initiative, “Processional Anthem-The Official MLS Theme”, was composed specifically for Major League Soccer by Audiobrain and recorded with an 80 piece orchestra in Prague in 2007. The anthem, which has been played at every game since its debut at the start of the season to overwhelming critical acclaim.

The historic branded theme song is the cornerstone of a long-term sound branding initiative, which in addition to the athlete’s procession, consists of a television sound signature, rock versions, promos and future initiatives for other MLS touchpoints.

“We wanted something that would stand the test of time, become iconic, with an emotional core and heartfelt sincerity, in the tradition of other great anthems throughout the world. But this is an American League, so we wanted to add elements that were in an American style, like our string homage to Aaron Copland at the end, or the counter melody in the middle with the trumpet. In the end, everyone was extremely happy and excited, and the feedback from the fans has been amazing”.

“Audiobrain was the prefect partner for the creation of the MLS Theme Song.  Their expertise on big events such as the Olympic Games plus their understanding of branding through music has been evident throughout the creative process”, says MLS Executive Producer Michael Cohen.

“We’re a young and growing league and, as we described to Audiobrain, we wanted to capture the feel of a young league looking out over a horizon of unlimited possibilities,” Deputy Commissioner Gazidis said. “I think this piece of music superbly captures the emotion we wanted.”

Audiobrain’s long-term sound branding initiative for MLS, which in addition to the Official MLS Theme Song and athlete’s procession, consists of a television sound signature, rock versions, promos, ringtones, iTunes and many other touchpoints. Hear them all here, as well as a behind the scenes look at the Prague recording session.

MLS Sonic Branding by Audiobrain: Rock Promo

Audiobrain’s long-term sound branding initiative for MLS, which in addition to the Official MLS Theme Song and athlete’s procession, consists of a television sound signature, rock versions, promos and future initiatives for other MLS touchpoints. This is the rock version that appears in every television broadcast.

MLS Sonic Branding by Audiobrain: Choral Version

In additional to the long-term sonic branding initiative for MLS which consisted of the OMLS Official Theme, a special  choral version was created for the Championship Cup Finals. “We always had it in mind that the anthem should have a grand, choral version, but we went with the instrumental during the season so that the fans could get used to the music first. We are very happy with the response to the music- the fans have had an extremely positive response and we now have all versions as ringtones and downloads. The Choral version was recorded in New York at Audiobrain’s studios.

MLS Sonic Branding by Audiobrain: Official MLS Anthem Prague Recording Session

As part of a long-term sonic branding initiative, “Processional Anthem-The Official MLS Theme”, was composed specifically for Major League Soccer by Audiobrain and recorded with an 80 piece orchestra in Prague in 2007. The anthem, which has been played at every game since its debut at the start of the season to overwhelming critical acclaim. Here’s a look at the live recording session in Prague!

MLS Sonic Branding by Audiobrain: Dreaming of Beijing MLS Young Guns Shoot for Gold

After the creation of the sonic branding initiative for MLS, the sound is now rolled out to various other touchpoints. Here is the open from the MLS film featuring its Beijing Olympic hopefuls!