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Sonic Logo

SONIC LOGO – PART 3

Audio branding is a powerful tool for companies and products to reinforce brand or corporate identity. Successful companies like Twitter, Nike and McDonald’s are instantly recognisable through their blue bird, swoosh and golden arches icons. Like these icons, sonic logos are crafted to represent a brand, by taking a word or a concept and translating it into a sound.

Audio branding can build a soundscape which represents the identity and values of a brand or company. Music and sound are emotive and transcend language but still convey meaning with great clarity, so when designed successfully, sonic logos create implicit associations with companies and products in our minds. Strategically using sound to differentiate a brand or product can enhance recall and improve sales while creating a subconscious preference. Used in conjunction with visual cues, it is possible to create multi-sensory brand communication and brand design.

Sonic Brading isn’t just for big corporates

Sonic logos and audio branding aren’t just for huge, global brands. They can also be beneficial to small companies, helping them to make an impact on current and potential customers by increasing brand awareness and loyalty.

Like with any logo, when designing a sonic logo it is essential to first establish what the brand stands for. All different mediums used should reflect a consistent picture of the brand values a company wishes to convey in a distinctive manner. Successfully created logos generally consist of a core melody, voice or a unique sound effect or a combination of some sort, are usually only a few notes or beats in length and can be built to scale from stadiums to mobile devices by using various instrumentation.

Though sonic logos became popular through radio, the opportunities to use these have increased in recent years with the rising popularity of podcasts and new media, and devices with built-in audio delivery. When used correctly they can be incredibly effective, like Intel’s instantly recognisable 5 notes composed by Walter Werzowa.

McDonald’s: https://www.youtube.com/watch?v=SE1B3N_a7fE

Intel: https://www.youtube.com/watch?v=-ihRPi4wcBY

The landscape of future media is changing rapidly

As the IoT (Internet of Things), along with smart home speakers like Google Home, Amazon Echo, Apple HomePod and many others, become more and more prominent in our everyday lives, it is necessary for brands to start future-proofing for a time that is less reliant on screens. When most devices offer visual cues, audio cues can seem superfluous and unnecessary. As virtual assistants like Alexa are becoming more popular there is a need for users to receive information without having to rely on visuals. Music and sounds can be more useful and less intrusive than voice. If the user knows the meaning, a simple note or sound can convey as much information as a full sentence.

Brands that want to remain current will need to create a sound landscape that is pleasant and useful to users and informs without distracting. This also extends to AR or MR (Augmented or Mixed reality), where sonic communication is overlaid on the top of the real world – a properly designed sonic logo and soundscape will trigger brand awareness in a user without visual branding being necessary. Furthermore, there is a significant uptake in immersive branding where global brands are enjoying a whole myriad of new tech enabling them to promote their products and services in VR (Virtual reality) or in 360 Videos. Within this media the sonic logo can be implemented in 3D as spatial audio, adding a whole new level of engagement.

As we enter a new age of emerging tech the opportunities to experiment with new formats of sonic branding will increase significantly, and those who embrace this will enjoy a competative advantage.

To find out more about the world of immersive audio or if you’re interested in designing a sonic asset for your brand please get in touch with us: contact@1618digital.com

Example of 1618 Digital’s own sonic logo: https://youtu.be/9Zc2UDy_2TY

For previous articles on sonic branding please visit our blog page.

1618 Digital Team

1.618 To Join The Panel at The BVE 2018 Excel London

1.618 Digital will be taking part in a panel at The Storyteller Theatre at the BVE 2018 Expo Excel London. Oliver Kadel will be discussing the use of immersive audio in modern storytelling, covering everything from future technologies to next generation audio. We’d love to see you there!

The panel discussion takes place on the 1st of Match at 12.30. You can get your free ticket here: Ticket Registration

Check out what else is taking place at BVE 2018.

 

See you soon!

1.618 Team

Double Nomination at Raindance Film Festival

Awards season is upon us and here at 1.618 Digital we’re very excited to announce that two projects we’ve worked on have been nominated at the Raindance Film Festival.

First up, In My Shoes: Intimacy, by Jane Gauntlett and Visualise, has been nominated in the Best Sensual Experience category.

In My Shoes: Intimacy is a 360 experience which explores the power of human connection. Put aside your inhibitions, let these strangers guide you through their impromptu, unconventional & intense moments of intimacy. Intimacy is a first-person documentary designed for two people to experience three encounters from six very different perspectives. To read more about this project please check this case study or see the nomination here.

Next, Laphroaig by Darren Emerson and VR City has been nominated in the Best Branded Content category.

This film takes you on a journey into the heart of the historic Laphroaig whiskey distillery on the beautiful island of Islay. See the nomination here.

Huge congrats to everyone involved and fingers crossed for the awards announcement later today!

Good luck to all industry friends who also have been nominated.

1.618 Digital

1.618 Digital to join the Innovation In Music Conference 2017

Innovation In Music (InMusic) is a European music industry conference building on the success of previous conferences in 2013 and 2015. InMusic brings together researchers and professionals interested in the future of the music industry, from the artist through to the consumer.

The 2017 Innovation In Music Conference will be held at the University of Westminster’s Regent Street campus in the heart of Central London on 6-8 September 2017.

Conference Schedule

To purchase your tickets click here

See you there!
1.618 Digital Team

What YouTube’s Heatmap Is Really Saying About 360 Video

YouTube recently announced a new analytics tool for 360-degree and virtual reality content creators: heatmaps that illustrate where viewers are actually looking. The new tool allows creators to see exactly what parts of their video are holding a viewer’s attention, and for how long.

YouTube has also released some enlightening early statistics on how – and this is important – viewers currently engage with immersive content.

“Surprisingly” (says YouTube), viewers spend 75% of their time focused on the front 90 degrees of an immersive video. Understandably, this figure has a lot of people questioning the point of VR content if the audience is only willing to engage with a quarter of it.

It’s an easy argument to make, but perhaps what these numbers are really saying is that VR content creators need to learn new ways to grab viewers attention in a 360º world?

Ever since moving pictures became something we watched for entertainment purposes, our eyes have been guided by camera angles to tell us where to look. For over a century that’s what the viewing audience has come to expect.

Virtual reality reminds us very much of the 2D world of film and television, but it’s an entirely different medium with its own set of rules that are still being written. Nothing is set in stone.

And camera angles? Well, those are up to the viewer to choose.

Content creators in the virtual reality space have the difficult task of catching the attention of an audience with over 100 years of collective viewing experience of looking straight ahead.

Does this make virtual reality a fad? A gimmick? No, of course not. It simply means that VR can’t rely on the same tools that have been used for film and television to engage an audience in a fully-immersive format.

That’s a lot of unlearning to do for content creators, and a lot of new learning to do as the format develops. It’s an exciting new frontier.

Back to YouTube’s statistics: the most popular VR videos had the audience looking behind them almost 20% of the time. Markers and animation are what the company suggests will help draw attention to other parts of the surrounding space. In our day to day lives our attention is constantly guided by signs, so it’s a helpful suggestion. But think about this: what’s the one sure thing that will make you stop whatever you’re looking at and focus your attention elsewhere?

Sound…

We are programmed to react to sound. In a split second we must figure out where that sound is coming from and what it means. It is as true in the virtual world as it is in the real world, which is why 1.618 Digital is passionate about high-quality spatialised sound.

Spatial audio can be an effective tool to lead or surprise your audience.  By being in the habit of looking in one direction at any given time, the viewer can easily miss out on what is happening behind or beside them. Through the creative implementation of sonic cues within an immersive environment content creators can control or suggest a narrative. Ultimately, this encourages the audience to engage with specific elements – or viewing angles – within the experience.

Virtual reality is an effective form of visual storytelling. What YouTube’s early heatmap data points to isn’t VR’s failure to engage its viewers. It’s the bigger picture of where audience attention currently is, and the gaps content creators need to fill to direct it elsewhere.

1.618 Digital Team

1.618 Digital to join the panel at the Immerse UK event

Welcome to the Real World – Immersive Audio for Augmented and Virtual Reality

1.618 will be taking part in a panel discussion with the UK’s leading Immersive Audio experts. Join us as we talk about the latest cutting-edge work in immersive audio research, development and content design.

The event will cover everything from audio AR/VR creative process, application workflows and the potential for product development. This guarantees to be a truly interactive event, with teams demonstrating some of the most exciting immersive audio technology and experiences in the field.

Other speakers include:

  • Jelle van Mourik (Sony) – Immersive Audio in Games
  • Gavin Kearney (University of York) – Immersive Audio Research
  • Gareth Llewellyn (Mixed Immersion) – Immersive Audio Production for VR
  • Chris Pike (BBC) – Immersive Audio in Broadcast

The panel discussion will take place at 5.45pm-6.45pm on Wednesday 24th May 2017. Click here to register and get your free ticket: Ticket Registration

For more upcoming events hosted by Innovate UK click here

See you there!
1.618 Digital Team