TUI // Sound Branding

Sound identity management for the largest travel company in the world


We developed the first sound identity for TUI in 2005. Since then, it has been updated regularly.


As the official Sound Guardian of the brand, we have managed the music for countless applications in many countries. All music usage is centrally managed in BrandNet – a globally accessible website with complete brand documentation. Here and in the Brand Sound Manual, all users have the opportunity to download music and contact us directly via a hotline if they have any questions.


TUI is one of the world’s leading tourism companies, operating in 180 countries with more than 53,000 employees.


TUI has been a valued client of GROVES since the brand’s inception in 2001.

The TUI smile symbol is one of the most recognizable logos in the world, and we were entrusted with the task of creating its auditory counterpart – the TUI Sound logo. The Brand Audit, Market Review and Application Analysis modules were carried out. In a pan-European sound workshop with the brands involved, stakeholder buy-in was achieved and the TUI Brand Sound Identity was developed and approved.

For verification, the selected sound logos were tested in an international market research study. It was conducted in six countries with more than 6,000 participants, measuring likability, perceived alignment with the brand’s key values, recognition value and other parameters.


The TUI Sound logo and the brand song “Let’s Make People Smile” were successfully implemented by the “TUI Aligned Brands” – the brands that use the TUI smile logo.

In line with the newly developed positioning concept, the brand song underwent a facelift. A “basic” version was produced featuring the pop star Patrick Nuo, as well as a “premium” version sung by Cathy Battistessa (Cafe del Mar).

The concept was rounded off with a club remix version by chart-topping DJ’s Blank&Jones.


All Brand Sound elements are available for download in TUI Brand Net – a globally accessible online service.

TUI Brand Net also contains the Brand Sound Guidelines, which define the rules of use. In addition, users of the TUI Brand Sound Identity have access to an extensive collection of information on the topic of sound branding in general as well as various studies. All of this helps to ensure a consistent and coherent auditory brand identity.

GROVES Sound Branding has been the official pan-European TUI sound consultant since the beginning of 2009.

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