Dated: 04 November 2010
The New 'Sound of Michelin' Released
In 1998 Michelin began a project to further develop their brand and identity. This ongoing project recently took a new step with the news from Tyrepress.com that Michelin have composed – with thanks to Sixième Son - a unique audio brand. The piece is said to last a total of 32 seconds and will support the “image, message and baseline” of the French Manufacturers’ current brand identity.
Over the next few weeks, the new “sound logo” will now be rolled across all media platforms used by the manufacturer to get across their message and their brand.
Claire Dorland Clauzel, senior vice president Michelin Communication and Brands was quoted on Tyrepress.com as saying, “The new audio identity will enable the brand to express – through sound – the concepts of mobility, modern living, innovation, quality and enjoyment.
“It actively supports the brand by accentuating its personality and creating differentiation. What’s more, it’s easily and widely understood. We’ve had very positive feedback from countries around the world, including China, Russia, the United States and France.”
To listen to the “sound of Michelin, you can do so at the following website: http://identitesonore.michelin.com.