Making closeness audible.
AOK, Germany’s largest health insurance provider, supports nearly one in three Germans through every stage of life — in good times and bad. With our holistic sonic branding, we give voice to this sense of closeness.
In line with the visual rebranding created by Meta Design, we developed a comprehensive sonic branding strategy. The new brand sound was created with the participation of all eleven regional associations and the AOK Federal Association. In a joint workshop, we analyzed AOK’s brand values and derived a unique audio DNA from that. The resulting sound emphasizes the brand’s closeness to its customers.
By playing instruments by hand at close range to the microphone, we create a sense of intimacy and authenticity. The chords are catchy and easy to follow. In this duet, the piano and guitars blend together to create a clear and brilliant sound.
The Brand Music focuses on empathy, connection, and authenticity. The tempo of the brand sound was no accident. The health insurance provider promotes an active, healthy lifestyle. The tempo of 68 beats per minute corresponds to a healthy resting heart rate.
The AOK Tree of Life, a symbol of life and growth, is reflected in the musical theme: a three-note melody expresses gradual growth—just like the growth of a tree. The melody characterizes not only the sound logo but also all other AOK musical pieces.
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The sound logo captures the essence of AOK’s promises. In just three seconds, it ensures high brand recognition across all audiovisual media. It echoes the central theme and, together with the perfectly coordinated logo animation, forms a cohesive whole.
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We wanted to make sure we struck the right note with the AOK community. Before the launch, we conducted extensive market research to survey AOK policyholders about the new audio branding—and the results were overwhelmingly positive!
- 80.1% agreed that the brand's sound aligns with the theme of health and a healthy lifestyle.
- 91.4% found the brand's sound to be friendly and authentic.
- 82.2% liked the clear and intuitive structure of the brand sound.
AOK uses our MusiCurve software. With just a few clicks, users can adjust the intensity of AOK’s music tracks to match the plot of their films. The software ensures that everything is musically coherent, resulting in high-quality brand music every time!
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why do birds has perfectly translated our brand personality into sound. Just a few weeks after the launch, we feel like our sound has always been there. It feels like a natural part of our brand identity and is an important part of differentiating us as AOK from our competitors, making us recognizable and communicating our values acoustically.
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