Music
AEG challenges the expected with uncompromising innovation and pure and precise design. We can bring this brand promise to life by challenging musical expectations, through the interplay of sonic contrasts, creating intriguing 'twinkle in the eye' moments.
A bold, captivating and warm sonic identity that challenges the expectation of a premium sound, whilst capturing AEG's effortlessly cool nature.
Our sonic system
Our sonic identity can be summarised as:
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A distinctive set of sonic assets, consisting of a unique Sonic Logo and a flexible Sonic DNA track, that can be adapted to fit different content styles and moods.
All audiovisual or audio-only communications should feature the sonic identity.
Core sonic assets
To build strong foundations for AEG’s Sonic Identity, the following core assets have been created.
This is just the beginning of the AEG’s Sonic Identity - there will be an opportunity to evolve the Sonic Identity once some solid recognition of the core assets has been built.
Sonic Logo
2 Seconds
Sonic DNA
1 Minute 30 Seconds
Sonic DNA
The Sonic DNA track is an original long-form piece of music which embodies the AEG brand by sonically capturing
‘Challenge The Expected.’
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AEG’s Sonic DNA is:
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Key: Ab Minor
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Tempo: 92 BPM (beats per minute)
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Length: 1 minute 22 seconds
Embodies our brand promise and personality through:
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Challenging musical expectations:
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By creating tension and release, resolving in a way you wouldn’t anticipate
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Combining elegant strings and electronic textures
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Driving rhythms
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Premium sound design
The Sonic DNA track can be used on any piece of AEG’s content where it fits with the narrative and style. This can range from TV campaigns, product content, events and more. The more the DNA track is used, the more recognition will be built.
Principle #1 Original DNA, Cut-downs and Edits
Principle #2 Grouped Stems
The sonic DNA has multiple layers of instrumentation which are integral to the sound. These are called stems.
By using a certain combination of grouped stems, the sonic DNA can be restructured to create more tailored edits for content.
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Ensure an editor with professional music software editing experience is creating the edit.
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Always work to the original time signature and tempo of the track.
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Always use a minimum of 3 stems to retain musical integrity.
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Don’t add new layers or instruments.
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Don’t use creative processing techniques to ‘alter’ stems (e.g adding reverb/chorus/delay).
Principle #3 Adaptations
When you need branded music for a specific content type or
narrative, we can create a new version - or ‘adaptation’ - of the DNA track.
An adaptation is a piece of music that carries the familiarity of our
DNA track yet feels and sounds unique in style, mood, energy and
aesthetic.
We can look into creating adaptations to address specific emotional moods, energy levels and local styles.
An excellent example of this is James Bond theme music. Whether
one is listening to Billie Eilish singing ‘No Time To Die’ or Shirley
Bassey singing ‘Goldfinger,’ the James Bond theme is always
embedded into the music.
Sonic Logo
What is it?
The AEG’s Sonic Logo is a short, memorable mnemonic, designed to encapsulate our brand and drive recall.
Structure:
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Swell - A unique blend of warm strings and electronic processing
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exude finesse and a sophisticated edge.
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Signature Melody - A harmonically unexpected 4-note melody
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(A#m11 chord) that piques the listener’s interest. It is voiced in a
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premium synthesised tone, reflecting AEG’s innovative qualities.
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Bass Hits - Two analog bass hits expresses AEG’s drive and
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confidence to push forward and ‘challenge the expected’.
Specs:
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Key: Ab Minor
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Tempo: 92 BPM (beats per minute)
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Length: 2 seconds
Principle #1 Consistency
From now on, every visual or auditory communication relating to AEG should use the Sonic Logo. On visual communications where the animated visual logo is present, it should always be used in alignment with the animated logo.
Why?
Consistency drives recall. In order for AEG to benefit from the sonic brand and for it to build association and recall, the Sonic Logo should be used, wherever possible, on all communications.
Principle #2 Synchronisation
The sonic logo should never be cut off early, sped up or slowed down. It should play in full, at its original speed, whenever it is heard.
If being used on a visual asset with the animated logo, it should be
synchronised with the Sonic Logo:
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Where possible, the Sonic Logo should be heard at the same moment the screen switches to the AEG animated logo.
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This should allow a seamless fusing of the animated logo with the Sonic Logo, without interfering with the content before.
First track: Audio fades out completely before Sonic Logo fades in
Second track: Sonic Logo fades in, creating a seamless, smooth transition (a cross fade)
Correct use
Incorrect use
Principle #3 Voice-Over
Whenever there is a voice over or speaker, these rules should
be followed:
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The Sonic Logo should be placed after the voice over or speaker has ended, so that it can have space to be heard.
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In the event that the Sonic Logo needs to be placed under the voice over (e.g because of time restrictions), the Sonic Logo should be in equal dB (decibels) volume to the voice over, and the Sonic Logo peak should not fall at the same time as the voice over peak.
First track: Voice over ends before fading out all audio
Second track: Sonic Logo fades in for smooth transition
Correct use
Incorrect use
Principle #4 Preceding Music
The preceding music should fade out completely before
the Sonic Logo is played.
The sonic logo should never be heard at the same time as
the preceding music.
First track: Preceding music fades out as Sonic Logo fades in
Correct use
Incorrect use
Principle #5 Volume
Whenever there is music being used on a video or audio
asset, these rules should be followed:
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For the Sonic Logo to have maximum impact and cutthrough, the Sonic Logo needs to be at the same peak dB (decibel) level as preceding audio (music, voice over and special effects) at its highest point.
Check volume output on master fader (or use a loudness meter) to ensure audio and Sonic Logo are same level.
Correct use
Incorrect use
Help & support
Sonic Checklist
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Music is a valuable brand asset - plan it early and strategically.
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When writing a script or planning timelines make sure you leave enough space at the end for the Sonic Logo.
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Choose music carefully - the Sonic DNA track is the first choice audio track to be used where possible and appropriate.
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Share these guidelines with any relevant team members, production or agency partners.
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Please get in touch with the AEG Brand Team if you need to brief any additional assets.
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Where can I find the audio assets?You can download the audio assets on the AEG Brand platform here [add link].
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Does AEG have a license to use these audio assets?Yes, AEG has an exclusive all media, worldwide, in perpetuity license for these sonic assets. This means any of the sonic assets referenced within these guidelines can be used in any medium, in any market, forever.
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Should the Sonic Logo always be heard with when the visual logo animation is seen?Yes, to build recognition it is highly recommended that the visual logo animation is always paired with the Sonic Logo.
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Can adaptations of the Sonic DNA track be created?Grouped stems of the Sonic DNA track have been provided to give you the flexibility to make necessary adjustments or edits of the DNA. If an adaptation in a different style / genre is needed, please speak to the AEG Brand Team.
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Who can I speak to if I need help?For any queries or questions you might have about the Sonic Identity, please speak to the AEG Brand Team.