Sonic branding with surgical precision.
We created a unique acoustic identity for Siemens Healthineers, one of the world’s leading providers of medical technology. The result is a holistic sonic branding: from the audio logo and the sounds of medical devices to software that allows employees to produce their own soundtracks.
Siemens Healthcare became Siemens Healthineers. The company’s name change and strategic realignment were accompanied by a comprehensive rebranding process. A key element of its positioning in the premium medical technology segment was a new, holistic sonic branding strategy.
Visionary, intelligent, and responsible—that’s how Siemens Healthineers describes its brand personality. Our goal was to capture these characteristics through sound.
Bright sounds that inspire and uplift.
Precise rhythms combined with digital sound effects.
Emphatic sounds that feel serious and committed.
Siemens Healthineers is distinguished by its rational and technical approach, paving the way for the technology of tomorrow. Through sophisticated synthetic instruments, we pay tribute to the company’s innovative and forward-looking vision.
To reflect the premium nature of Siemens Healthineers on an auditory level as well, we expanded the sound palette with a selection of classical chamber music instruments, such as strings and woodwinds.
The visual design of Siemens Healthineers also inspired us in our sound concept. A striking design element here is the “Dot Pulse” — a series of dots whose spacing increases from dot to dot. In the sound, these intervals define pitch and rhythm. The result is a unique sequence of tones that makes Siemens Healthineers sonically distinctive.
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At the heart of the brand’s acoustic identity is the audio logo, which is based on the name “Healthineers.” Here, every letter that has a musical equivalent is rendered as a sound. All other letters are assigned a digital heartbeat. The result is a sonic formula that guarantees recognition.
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Based on these design elements, we have developed a sound package for events. Custom-composed music plays before and during stage performances, while subtle soundscapes provide a backdrop during breaks. These are harmoniously interrupted by a gong, which draws the audience’s attention to a new segment of the event.
MusiCurve enables employees to create their own soundtracks for video clips without any technical expertise, yet the results still have a distinct Siemens Healthineers sound.
In addition to producing music for audio touchpoints such as telephone hold music and the Siemens Healthineers Experience Center, we have also taken patients’ needs into account. We have specifically developed music tailored for use during treatments with medical devices from Siemens Healthineers. This “health-oriented music” helps patients relax during treatment and promotes stress relief.
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The corporate sound concept for Siemens Healthineers impresses with its unique and holistic acoustic appeal in that it pushes the boundaries to set new standards in the field of corporate sound design. It integrates excellently into the brand architecture and has been implemented to creative, professional and emotionally convincing effect.
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