This creation is a sound identity that embodies the values of leadership, peculiarity, modernity, mobility, innovation, and pleasure. Michelin has chosen Sixième Son to give to the Group its own unique, legitimate sound landscape. It is a new and original creation declined in all communication media. With this sound identity, Michelin enhances its leadership and demonstrates its winning spirit. The difficulty of this project was to create a worldwide sound identity which can be adaptable to all media and comprehensible all around the world. All instruments used in this creation were thought, designed and treated specifically for the brand. In few seconds the signature embodies progress, mouvement and run up.