Abstract
With the core idea Electronic Mindset. Acoustic Performance., Siemens and why do birds redefined how a global technology brand can sound. The evolved sonic identity moves beyond tech clichés, blending electronic structures with acoustic instruments to create a distinctive, human brand sound across digital products, events, and global touchpoints.
Description
Siemens is a global technology leader operating at the intersection of the real and digital worlds. Its design system is built on three guiding principles—Clarity, Purpose, and Impact—which also informed the evolution of the brand sound. To bring the concept Electronic Mindset. Acoustic Performance. to life, we developed a holistic sonic framework for Siemens. Instead of relying on isolated sound assets, the system translates the brand’s design philosophy into a flexible and scalable audio language that performs consistently across products, platforms, and markets.
Our creative challenge was to redefine how a global B2B technology brand can sound, moving beyond the familiar clichés of futuristic synths and sci-fi aesthetics often associated with “tech.” To test these conventions, we even asked generative AI what Siemens should sound like today. The results were predictable: fast synth arpeggios—technically competent, but lacking distinction. This confirmed our approach.
Our answer became Electronic Mindset. Acoustic Performance. Electronic structures were reinterpreted acoustically: synth arpeggios plucked on real strings and chord pads performed on bass clarinet, creating a sound that bridges digital precision and human expression. At the core of the system, the iconic five-tone sonic logo was refined to be shorter, sharper, and more focused. Around it, we developed a versatile music library enabling consistent yet adaptable use across brand films, social content, events, and digital communications.
The system extends into multiple environments: an Event Sound Kit for global stages and a cohesive UI sound ecosystem for digital products that streamlines interactions and reinforces brand identity—from expressive signature moments like startup sounds to alerts, notifications, and even the smallest click. The framework also proved adaptable. For the Werner-von-Siemens Award—an internal ceremony honoring outstanding innovation—we created a bespoke musical suite rooted in the Sonic DNA. Chamber musicians recorded custom performances, giving the technically precise compositions a human touch. The result is a globally deployable, human-centered sonic system that strengthens Siemens’ identity across physical and digital touchpoints.
