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Within our brand music, we have created an end-to-end sonic journey, a musical story that reflects how we bring energy from the earth, to the people. A sound that embodies the brand and our relentless pursuit of innovation. Our sonic brand also helps us to unveil our human and emotional side to bring us closer to people around the world. It’s made by Aramco, for Aramco - a conceptual sonic thread that makes every asset truly unique. The result is a flexible, powerful sonic brand that is designed to live across all Aramco brand touch points. It is memorable and provides high recall, making every piece of branded content work harder for the brand.
A sound that embodies our brand and represents our relentless pursuit of innovation. We have created something that is truly unique to Aramco whilst unveiling the human and emotional side of our brand.
We found a unique opportunity to create a sonic identity that is an end-to-end journey, one that reflects how we bring energy from the earth to the people.
Real sounds of Aramco's operations are transformed into ownable sound effects used within the composition.
We recorded the most distinctive sounds of Aramco’s operations and incorporated these into the sonic DNA through state of the art music production techniques.
Our DNA track is a unique piece of music which embodies the Aramco brand. We are a confident global leader and this can be heard through our sound. It feels innovative, authoritative, empowering and bold. The track takes us on a sonic journey that represents the Aramco product from the earth to the people.
Our Sonic DNA is made up of many unique DNA elements, including recognizable rhythms, musical motifs, and sound design. Sound recordings from various Aramco operations are also weaved into the music and resampled, giving it a unique character. Our sonic DNA can act as as a standalone brand asset, as well as a sonic blueprint from which we can continue to derive future Aramco music adaptations.
The Aramco Sonic Logo is our hero sound. Conceptually this short sound represents the journey of our product and its diffusion into the myriad of uses and applications throughout the world.
Musically, this is split into three distinct parts. The first part is built up of reversed layers, nodding to the process of extraction form the earth. The product then appears and is symbolized by a low, resonant Ep note on piano which grounds us in the present. We then hear arpeggiated notes appear, creating a Major 6th chord which gives a feeling of positivity and optimism as our product diffuses out towards the future.
You can use the Sonic DNA track or one of the available DNA adaptations if they fit with your campaign narrative. The Sonic Logo should always be used to sign off your content.
1 - You can brief a bespoke DNA adaptation to suit the style / mood / narrative of the creative to the team at MassiveMusic.
2 - You can use sounds drawn from the DNA track (e.g. DNA instrumentation / melodies) over commercial music, not remixing the track but embellishing it and making it more ‘Aramco’. The Sonic Logo sign off here is essential for consistency & recognition.
3 - You can also use the use Aramco’s Sonic DNA or DNA Adaptations for events (live and virtual) and in physical spaces
Alongside the primary sonic assets, the Master DNA Track has also been adapted to different moods, genres and styles to fit with Aramco’s varied events, content types and touchpoints.
These adaptations share the musical components of the Master DNA Track and are instantly recognizable as part of the same musical world, but allow flexibility when implementing the sonic brand within a range of functions.
The social media & video adaptations in particular have been made with a specific content theme in mind however, we view each adaptation as the start of Aramco’s own music library. These tracks each have a distinctive mood and can be used across whichever content theme you deem most relevant.
The social media adaptations have 15’, 30’ and 60’ cutdowns to ensure easier implementation across content of varying lengths.
From now on, every visual or auditory communication should include at least one of Aramco’s sonic assets. This can be the DNA track, a watermarked adaptation or the sonic logo. At a minimum, the sonic logo is to be used at the end as a sign-off.
Aramco’s library of sonic assets are designed to live across many of the brand’s touchpoints. These assets span a wide genre of moods and genres, perfectly suited to their setting.
Consistency drives recall. In order for Aramco to benefit from their sonic brand and for it to build recall, we must use the full sonic logo on every communication and where possible, use one of Aramco’s bespoke adaptations.
The goal is that in 12 months time, consumers can hum, tap or replicate the Aramco sonic logo, just like McDonalds, Intel or Netflix.
Our sonic logo should be placed after voice over, so that it can have space to be heard. The sonic logo should never be played at the same time as voice over.
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Aramco’s sonic logo ha been pre-synced to our animated end-frame.The logo should never be cut off early and it should be played in full whenever it is heard.
In order for our sonic logo to have maximum impact and cut-through, the sonic logo needs to be at the same peak db level as preceding audio (music, VO and SFX) at its highest point.
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Preceding music should fade out completely before the sonic logo is heard.
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When planning a campaign or to produce a piece of content, make sure you leave enough space at the end for our Sonic Logo (3.5 seconds).
At the very minimum, always use our Sonic Logo as a sign off on any Aramco content.
If they align with the narrative, consider using our Sonic DNA track or one of our DNA adaptations. You can also use one of our pre-made cutdowns of varying lengths which can be found on the brand portal.
Follow the guidelines carefully and share these principles with your production team and agency partners.
Alongside the primary sonic assets, the Master DNA Track has also been adapted to different moods, genres and styles to fit with Aramco’s varied events, pieces of content and touch points. These adaptations share the musical components of the Master DNA Track and are instantly recognizable as part of the same musical world, but allow flexibility when implementing the sonic brand within a range of functions.