Conscious of the merits of establishing a strong corporate image and identity, Germany’s Messer Group has reinforced its channels of communication with its very own audio logo.

In the 110th year of its existence, the Messer Group has become the first company in the gases industry to introduce an audio logo to support its brand management.

Based on various communication channels such as employee mobile phones, image films, telecommunications and the company’s web presence, an audio logo has been developed to give the Messer Group ‘an audio representation that matches its corporate identity’.

The audio logo is now gradually being introduced into the relevant media of the Messer Group companies at locations in over 30 countries – and can already be heard on the group’s website.

“We thought it essential to develop an audio concept as a matter of priority, particularly in view of the rapid audio-visualisation of the online sphere,” says Diana Buss, Communications Vice President at Messer.

“The audio logo now forms the basis for the entire corporate audio concept for all current and future audio and audio-visual applications in marketing and communications.”

The basic elements of the audio logo facilitate easy development of a wide range of ‘variations’ for musical and acoustic content – from on-hold music for telephone systems through to background music for image films.

The development of the audio logo was required to take account of the gases as products, the company with its values and its technical and traditional aspects, as well as compatibility with the existing word and figurative mark.

Sound identity
At the same time, the audio logo was supposed to have long-term suitability in terms of further developments in the area of communications.

The audio logo consists of three elements – the sound of a gas diffusing from a gas cylinder, a 6+1 tone melody (tying in with the figurative mark which consists of the word ‘Messer’ and a family symbol), followed by human exhalation at the end.

Six notes of the melody establish the link to the six values of Messer, while at the same time allowing an audio-visualisation of the six letters of the company name.

The melody finally culminates in a bell sound, which is an audio-visual representation of the symbol in the trademark, while at the same time having the clear quality of a signal.

A chosen rhythm is in the mid-tempo range, which according to Messer, ‘conveys sustainability and the willingness to combine tradition and history with modernity, without growing too quickly or missing out on market developments in the process’.