Branding in three-quarter time.
In spring 2012, Wiener Linien started a project to improve the sound quality in public transport. The goal was to provide passengers with acoustically clearer and more pleasant information and to develop a unique sound identity for the Wiener Linien. Together with our Austrian partner agency Sound Strategy, we took on the challenge.
Two considerations were at the heart of the rebranding process, which was based on an extensive survey of more than 500 passengers and 1,500 employees:
Firstly, a successor had to be found for the “Voice of Vienna”. For over 40 years, Franz Kaida’s announcements accompanied Viennese passengers on their bus and train journeys. When he retired, the search began for a voice that would equally shape the auditory cityscape of Vienna.
Secondly, the task was also to develop a simple, yet flexible corporate sound concept. This was to be used in various media and applications as well as different lengths and formats and represent the unique brand personality of Wiener Linien.
The search for the new voice of Vienna began with a workshop with the Wiener Linien. Here, it was decided that a female voice should succeed Franz Kaida. To narrow down the search, the brand values of Wiener Linien provided important clues for speech parameters like timbre, dialect, tempo and expression. In a casting, we evaluated 80 female voices, eight of which were presented to Wiener Linien in the end.
Angela Schneider competed in the final of the last two voices with the following speech sample.
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With this sample, her opponent tried to assert herself.
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The two finalists were put to the vote on an online platform. The decision was made by the Viennese public: over 21,000 people voted and chose Angela Schneider with 66 percent.
The development of the corporate sound was based on an analysis of the sound and background noise of Wiener Linien. We evaluated typical atmospheres, announcements, gongs, signal tones and driving noises in order to systematically think and feel our way into the world of Vienna’s public transport system. The biggest challenge was to ensure a soothing and high-quality listening experience via the various loudspeaker systems in all of Vienna’s stations and vehicles.
The musical inspiration for the corporate sound concept is probably Vienna’s most characteristic sound motif: the Danube Waltz by Johann Strauss. Nothing could be more obvious than to adopt the lightness of the lilting waltz for the pulse and motor of the city. The sound motif of Wiener Linien with the four-note sequence “A-D-F#-A” is catchy and captivates with its bright and warm timbres. The use in all audiovisual media guarantees a consistent brand image. Try it out and listen to the sound mood:
Almost every sound that passengers encounter in contact with the Wiener Linien was designed by us. The soft, clear and bell-like gong before an announcement contributes to the holistic experience just as much as telephone, film and event music or the signal tones for vehicle doors, ticket machines and validators. The audio branding of Wiener Linien thus sets international standards in local transport in terms of versatility and implementation.
This chime is used before the announcement of a stop.
The info gong sounds before the announcement of passenger information.
In the event of a malfunction, this chime announces an announcement.
After the introduction of the new audio branding, 79% of passengers were satisfied or very satisfied with the subway announcements. This is an increase of 13% compared to satisfaction before the introduction of our sonic branding.
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