Applied Sound Design

Commentary

There are many ways for a brand to standout. What makes each brand different from the rest is their sonic branding. For this project I had to create a sonic logo that represents Sunway University and also three renditions that are based on the sonic logo which is the sting, bed and a 30 second pop song. I first started the project by going through Sunway University’s brand key words and their values. The process of creating a sonic logo is done by studying and experimenting with different instruments trying to place meaning behind the chosen key words and values that represented Sunway University. The final instrument choice was using the Steinway piano as the main melodious element for Sunway University’s sonic logo. The reason why I chose the piano is because I want to embody Sunway University’s image where it is a private university with values of integrity and professionalism similarly to the Steinway piano where it sounds grand, grounded and filled with elegance. After figuring out my main instrument, I started with my core melody which is a simple four note major key tune that embodies their tag line ‘nurturing the seeds of wisdom’ where it sounds happy and inviting. The idea for the core melody came about by experimenting different ways of saying the word ‘Sunway University’ and making it melodious and familiar in a way for the general to recognise the tune without saying the term ‘Sunway University’.

 

Furthermore, the first draft of the sonic logo was just the Steinway Piano with the main melody playing in a 4/4 tempo while holding two bass notes. The result of the first draft was slower, does not feel grounded enough and the higher octave at the end makes it lighter. For the second draft, I decided to take out the two bass notes and added a lower octave of the melody with two extra lower octaves on the last note. The result was better, rounder, a more grounded sound and the notes played are faster this time. There are still spaces yet to be filled so for the third final draft I have decided to add a drone like pad, a synth key that resonates in the background and a doubled higher octave melody in the front. The final result for my sonic logo was well rounded and it fits with the values of Sunway University based on the reason why I chose the Steinway piano.

 

After that, I started with the on-hold bed with the main sonic logo in mind. I decided to stick with the Steinway piano playing in a 3/4 time and a much faster tempo. I added a harp, a synth key and the marimba. The harp signifies team work as it fills in perfectly with the chords of the piano. The reason why I added an underlaying melody with the synth keys is to fill up the spaces in the loop and also an extra element to evoke calmness for the listeners to hear and feel during an on-hold call situation. The synth keys also continue on to the 5^{th and} 6^thbar while the other instruments are in a four-bar loop. The reason for the extension is to not bore the listeners out and make the loop more enjoyable to hear. For the African Marimba, this instrument is added to evoke the feeling of living from the Sunway University’s brand key words and also being very bright as I chose to play it in a higher octave. 

 

Next, I began to work on the 5 second sting. The instruments I chose was the electric guitar, Steinway piano, bass, a digital clap, a soccer kick fx and drums. The reason why I chose the electric guitar was to make it sound youthful and energised. The electric guitar is layered with another lower octave electric guitar, both playing the same core sonic logo melody. I added the Steinway piano for layering and also to be consistent and being tied to the original sonic logo idea. The bass is also a layering element and to give it a more grounded sound. The clap is added in as a relation to the word team spirit and to infuse unity into the sting. The reason why the soccer kick fx is added is because I want it to tie it to the narrative which is for a sporting event and it acts as the main drum kick for the sting. I also place a drum track to uplift the sting and add energy in the rhythm section. 

 

The lyrics for the pop version are as such:

Sunway University is the best place to be,

Oh my my it has endless possibility,

Live, learn and lead there's so much you can be,

Oh my my it is excellent indeed

Oh my my it is excellent indeed

Excellence, intercity and humility,

These three words is our priority,

Don't be afraid to find your destiny,

Cuz don't you worry we've got everything you need,

so come on down to Sunway University

Additionally, the pop song is set a 4/4 time and a fast tempo. The instruments consist of acoustic guitar, vocals, bass, 2 synth keys, Steinway piano and drums. I first started with the acoustic guitar loop played in a Major key. I chose the acoustic guitar because I want it to sound youthful and light which ties in again with Sunway University’s tag line ‘nurturing the seeds of wisdom’. I then added the bass line based on the chords from the acoustic guitar. The first synth sound plays the chords of the pop song, underlining the main instrument which is the acoustic guitar. I added the Steinway piano in is because I want the consistency by using the same instrument as the main sonic logo and it also plays the core sonic logo tune. The second synth key is layering the Steinway piano to give it a little more depth. The drums are added in to play the fills and make the song sound tighter. Lastly, I wrote the lyrics to the song and also recorded the vocals. The lyrics talks about Sunway University’s brand key words, Sunway University’s values and Sunway Group’s brand key words. It also talks about how one can achieve their dreams and it also ensures the public that Sunway University is the best place to get their higher education and achieve their dreams. In conclusion, all of the renditions have a central core instrument which is the Steinway piano that represent the image of Sunway University and the core tune that follows the main sonic logo.