Sonic identity

A sonic identity is an integral part of a brand. By defining a unique sound, brands can strengthen their differentiation, create distinct identity, enhance their impact and better convey what matters most. Telenor’s sonic identity is guided by a set of sonic principles derived from Telenor’s global identity, the brand personality, its tone of voice and visual identity.

Key Benefits of owning a Sonic Identity:
- Brand quality.
- Ownable branded elements that drive distinction and memorability globally.

Brand consistency
Drives brand recognition with current and potential clients and builds brand equity.

Cost efficiencies
Reduces licensing expenditures and ensures use of sound assets across all regions at no additional cost.

Legal risk/Exposure
All rights secured globally and in perpetuity. Reduces risk of copyright infringement.

is built around a holistic sonic identity. At its core sits the Telenor Sonic DNA that is made up of a combination of key musical ingredients. The sonic DNA is a full music track that can be leveraged as inspiration for new compositions or as is across different touchpoints.

Telenor's sonic identity is guided by a set of sonic principles derived from Telenor's global identity, the brand personality, its tone of voice and visual identity.

Each Sonic Principle comes with its own set of descriptive associated #Tags.
These help to further contextualize each principle, on a deeper and more detailed level, by relating them to specific musical parameters.

We can use these descriptive #Tags to help guide us in understanding what musical elements best represent the sound of Telenor

- Establish a #STEADY and #SUPPORTIVE groove to sound RELIABLE.
- Make use of #WARM and #ORGANIC timbres to sound HUMAN.
- Incorporate a #VIBRANT and #CYCLICAL melodic movement to sound CONNECTING.
- Make sure to use a #WIDE dimension to sound EXPLORATIVE.
- Keep the complexity low by using #INTUITIVE and #SIMPLE patterns to sound INCLUSIVE.
- Make use of a #TRANSPARENT and #DISTINCTIVE arrangement to sound CLEAR.
- Make use of a #DRIVING tempo and a #BUILDING structure to sound EMPOWERING.

Sonic Principles are a set group of descriptive words used to establish a common understanding when describing the sound of Telenor.
Sonic Principles are here to help guide you through evaluating future sonic assets. Ensuring consistency and maintaining a sound that is truly Telenor.

- All Sonic Principles must be present in any given track
- The presence of each Sonic Principle does not need to be heard evenly throughout any given track
- Missing any given principle is enough for the track to be considered off brand
- The Sonic Principles are the foundations we build upon. Each and everyone needs to present to some extent in order to keep those foundations strong and on brand.

Below you can find 3 examples that showcase tracks that sound on- and off-brand.

Overview of all Telenor Sonic DNA ingredients.

While using specific Sonic DNA ingredients we have to remember to follow the rules:
- Melody Calls may be used independently – with or without the corresponding Melody Response.
- Melody Responses must always be in context with the Melody Call.
- Chord Progressions provide context, however these are more flexible in terms of application/usage.

There are also Mandatory Ingredients:
- Telenor Heritage 2.0 Call
- Chorus Call

These ingredients need to be implemented in any future Telenor’s sonic production, excluding UX/UI sounds, since they have the highest level of recognition to the Sonic DNA and significantly increase brand awareness.

By request only. If you are interested in downloading single stems (instruments) of the above mentioned Branded Tracks, please contact kaja.dyrdahl@telenor.com