We put the sound in the OLYMPUS cameras
and then we put the same sound into all touch-points

  • Client:Olympus
  • Market-Sector:Electronics | Cameras
  • Service:Sound Identity development
  • Year:2014
  • Agency:Direct

We are proud to have been awarded a red dot design award for the Olympus Sound Logo. It is not only used in TV advertising but also as global product sound in their cameras. We are in the process of extended the sound identity to products in the medical division.

About the client
Olympus is a manufacturer of optical and digital equipment which was founded in Japan in 1919. Besides cameras and voice recorders, their products include endoscopes, microscopes and other medical and industrial equipment.

The task
The challenge was to develop a common Sound Identity to link all four Olympus divisions: Camera & Audio, Medical Systems, Life Science and Industry. Also it should be accepted by stakeholders on three continents.

The result
The Olympus Sound Identity was developed in Europe and was subsequently adapted by the headquarters in Japan. The core element is the Sound Logo, which is a rhythmic three-tone structure representing the three syllables of

When an Olympus product is switched on, it identifies itself with the Sound Logo, providing instant recognition from its use in other touch-points - such as TV Commercials, the telephone on-hold loop, etc . It is now implemented globally and constitutes a solid part of the Olympus International Corporate Identity. A comprehensive Brand Sound Manual ensures consistent use in all communications - both internally and directly to the consumer.



The project "Olympus – the development of a holistic Sound Identity" – was awarded a red dot award for its outstanding communication design.

Modules used
Brand Audit | Market Review | Application Analysis | Sound Workshop | Creative Briefing | Sound Production | Sound Implementation | Brand Sound Guidelines | Sound Tracking

Sound Logo | TV Commercial | Telephone Loop | Product Sounds | Soundscapes | Event music | Ring tones | WebSound

Olympus Brand Sound Design
Olympus TV Ad
Olympus Better Brand Movie