Patrick Susini

Designing sound identity: providing new communication tools for building brands "corporate sound"

In this paper we focus through a series of interviews on the relation between sound and brand identity in the context of musical and sound design for the industry. The interviews showed that the sound design process involves stakeholders who have different domains of expertise, which leads to difficulties in the interaction between them. As a solution, we propose a methodological framework for designing sound identity supported by two communication tools: a deck of cards allowing the different stakeholders to share a common vocabulary concerning both brand and sound concepts, and a sound charter which is a way to communicate guidelines for sound design through the use of sound identity semantic descriptors, illustrated by sound examples.

Non-Verbal Imitations as a Sketching Tool for Sound Design

The article reports initial data supporting the idea of using non-verbal vocal imitations as a sketching and communication tool for sound design. First, a case study observed participants trying to communicate a referent sound to another person. Analysis of the videos of the conversations showed that participants spontaneously used descriptive and imitative vocalizations in more than half of the conversations. Second, an experiment compared recognition accuracy for different types of referent sounds when they were communicated either by a verbalization or a non-verbal vocal imitation. Results showed that recognition was always accurate with vocal imitations, even for sounds that were otherwise very difficult to verbally communicate. Recognition with verbalizations was accurate only for identifiable sounds. Altogether, these data confirm that vocal imitations are an effective communication device for sounds. We finally describe a recently-launched European project whose objective is precisely to use non-verbal imitations as a sketching tool for sound design.