The sound of VAX
VAX: GETS IT DONE! In collaboration with Pablo London and VAX, DLMDD has developed a sparkling new sonic logo for Britain’s favourite floor-care brand. A perfect marriage of product sounds to really say: GETS IT DONE!
VAX’s new sonic logo had to be efficient, militant, and trustworthy. Synching three percussive hits with sounds made out of their wide product range not only left the studio floor gleaming, but created UK’s newest and most powerfully efficient sonic logo.
Insight
Creating a distinctive brand-asset from scratch has to be inspired from something, right? In VAX’s case, it’s the brand truth that, really, at the end of the day, absolutely no one likes vacuuming. Their brand promise is about GETTING IT DONE! It’s militant, it’s ruthless, it’s efficient: they want you to get your cleaning done, and get it done well, and get it done as quickly as possible.
Approach
GETS IT DONE: BAM BAM BAM! It of course had to be three, big, percussive hits. But what we didn’t know, was could we actually get the sound of all of Vax’s product sounds in there? Of course we can. Plus, the DLMDD studio floor has never been so clean. Composers Echoic took the soft watery swoosh of the carpet cleaner and paired it perfectly with the clank and click of their bestselling vacuum cleaner - add in a melodic sub-bass to the vacuu-percussion of dreams and what do you get? VAX’s new sonic logo. BAM!
“ The VAX and Pablo teams knew they wanted a ruthless, no-nonsense sonic logo - thankfully, that is music to our sonic-branding ears. Creating a sonic logo from real product sounds was a hugely fun challenge, with an immense outcome that will live across all corners of the VAX world for years to come. ”
Erin McCullough
Senior Brand Music Consultant
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