Skyscanner

It lets everyone know it’s time for travel

Sonic Brand

Sonic Branding

2024

Background

Skyscanner is the most popular flight comparison and travel site on the web and as part of their brand refresh they wanted a sonic brand. The goal was to make a sonic that would be a hard working brand asset pushing the brand's recognition, recall, personality and appeal. We went through a 6 month process with 11 creative rounds and approx. 110 difference iterations and versions. The final execution revolved around two creative ideas. The 3 syllables of the brand name, sky-scan-er and the airplane / travel notification chime sound most often heard on airplanes. The idea of co-opting that sound and its immediate association to travel, for a travel brand. This was our lightbulb moment, owning the sound of travel!

“Our vision is to help every traveler explore the world effortlessly, for generations to come.”

Ross Mawdsley, Global Head of Visual Design, Skyscanner

Consistency

Does everything feel like it’s coming from one “world”?

Usability

Can people understand this? Is it simple enough to use, but with enough flexibility to push creatively when needed?

Three syllables

Our sound works on multiple levels. ♪ Sky ♪ scan ♪ er
Mirroring the syllables of the brand name.

Owning air travel

The sound we hear on every trip in a commercial air trip. The seatbelt chime on and off or message from the crew or captain. We took the the synthesis principle behind this chime / alert sound and used it to build the Skyscanner sonic brand. It’s immediately associated with air travel and beyond. Leverage people’s existing familiarity with the sound and recontextualising it for the brand.

“Zelig was an invaluable partner in our journey to define Skyscanner’s sonic branding."

Peter Dickinson, Head of Motion, Skyscanner

Making of

We validated our final creative decision with some specific user testing.

Conclusions

  • The logo has performed well across all metrics

  • The logo demonstrates strong appeal

  • Strong/excellent BrandMatch and Recall

  • The logo is most readily associated with the travel industry

Sound

Intro swipe and click gesture into a 3 note melody featuring iconic travel chimes layered with piano, premium sub bass, ending with a satisfying screen tap. A balance of relaxed, confident, technical with a hint of premium and luxury.

Credits

Sonic Brand Development, Creative: Zelig Sound
Client: Skyscanner
Andre Le Masurier: Global Head of Brand and Creative
Ross Mawdsley: Global Head of Visual Design
Peter Dickinson: Head of Motion
James Bradley: Principle Creative Lead
James Rose: Principle Producer