The Evolution of a Sonic Logo: Brand Spotlight on State Farm

The world sounds different today—which means it's crucial for brands to adjust their sonic identity to match the tone of their consumers.

As part of our SoundCheck campaign, we are highlighting brands and advertisers who are doing it right. Enter: State Farm and their widely recognized sonic logo.

Thanks to their forward-thinking, the brand has created a living, breathing sonic asset that they were able to adapt in as little as two days when COVID-19 hit—launching their brand into the #2 spot in Veritonic's Audio Logo Index.

Sit down with Pandora's Sonic Strategy Director, Steve Keller, as he chats with State Farm Marketing Director, Sue Beigie, and Group Creative Director, Clinton Inselmann, about their sonic strategy, how it's evolved over the years (including a version by Barry Manilow), and what's to come.

Explore the evolution of State Farm’s distinctive sonic assets here:

• 1960’s 5 note mnemonic

• Barry Manilow (at about 1:50)

• Weezer

• Magic Jingle

For more insights, content, and best practices visit SoundCheck.