ABOUT

We have created an audio strategy that is distinctive, timeless and globally accessible in order to future-proof TikTok’s brand. The Sound of TikTok is an embodiment of community-driven entertainment.

Brief:
Create a sonic identity that can become a legacy piece of TikTok’s brand and culture, a sound that will be as iconic as TikTok itself, and that will drive brand awareness, likeability and distinctiveness.

Challenge:
Anything has the potential to go viral on TikTok at any given moment. How do we create a sonic identity for a brand that operates at the speed of culture?

Concept/Execution:
TikTok’s sonic identity has been designed with their community and creative democracy at its core, providing an opportunity for creators to not only embrace the sonic identity but also to play with and remix it. We created an onomatopoeiac sonic logo representing TikTok’s musical heritage that is easily replicable. We crafted a sonic DNA and adaptations for marketing and unique sonic stickers to be used by creators to enhance the UGC experience. TikTok’s flexible sonic identity can evolve as the brand does.

Results:
The sonic identity is performing far beyond industry benchmarks, showing huge promise at this early stage. We conducted extensive, benchmarked pre-launch market testing with Soundout.

Sonic logo results:
71% appeal: 21% higher than average
82.5% recall: 12.5% higher than average

DNA results:
73% appeal: 23% higher than average

Brand Fit - expresses Joyful, Welcoming, Authentic, Surprising and Inclusive.

A global post-launch study by Kantar shows that TikTok's sonic logo is reinforcing brand awareness and affinity among the community. Over 70% of respondents associate the sonic logo with positive emotions incl. "unique", "entertaining" and "welcoming”. Also, over 50% of participants already recognize TikTok's sonic logo - 40% higher than average for a 2 month old sonic logo.

Brazil’s consistent use of the sonic identity has led to them having some of the highest awareness (73%) levels of all markets, showing the benefits and impact of consistent application of the identity.

Cultural Context:
TikTok is a brand that moves at the speed of culture. We needed something that reflected its creative nature, felt fresh and enjoyable yet raw and unpolished, that could extend across various brand assets, yet be flexible in its nature to evolve. We also wanted it to capture the playful element of surprise together with TikTok’s daring and lively personality, not restricted by genre or culture.