Sound DNA with the three-tone horn is the design winner
Swiss Post’s audio DNA is shaped by the three-tone sound of the Postbus. The distinctive audio logo has now won the Red Dot Award 2023, which rewards excellent design.
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The Red Dot Design AwardTarget not accessible is one of the world’s most prestigious design competitions. Every year, the best brand and communication design projects are recognized in the Brands & Communication Design category. Developed in 2022, Swiss Post’s sound DNA stood out from projects carried out by other companies and design offices around the world and received this year’s award.
Swiss Post’s history is shaped by a long tradition that has featured the distinctive Postbus post horn since 1924. This triad, which is well-known across national borders, was a solid foundation for the creators of the sound DNA to strengthen brand recognition and establish a memorable acoustic identity.
The sound designers at Swiss Post wanted to explore the versatility of this tone sequence, without losing its distinctive tone. After extensive experiments and adjustments, they developed a flexible leitmotiv, which provides the basis for the acoustic brand identity. The triad fits seamlessly into any musical genre and works at all brand touchpoints, whether it’s a call loop or micro-interactions such as a click. It enables Swiss Post to present its audio brand at all levels – and this has now been recognized by an external panel.
Why not listen to it yourself: