It has been discussed in the sound branding scene. Now it’s finally here the new BMW Sound Logo. To make it short: I am personally very disappointed!

I am happy about every good Sound Branding case (see Audi). It helps to grow this topic, however; in this case it is a big step back.

The new TVC – they will be first launched in France & UK – can be seen here.

And here is the old Sound Logo (at the end).

From my perspective it is not a Sound Logo it is a sound effect. Can you recall it tomorrow morning after you wake up?

For me it sounds like a mystery thriller or a sound effect of “Who Wants to Be a Millionaire?”. There is no fit to the aesthetics of BMW. Look at a print ad from BMW and listen to the new Sound Logo. Does it fit?