TUI // Sound Branding

Sound Identity management since 2005 for the largest travel company in the world


We developed the initial Sound Identity for TUI in 2005. Since then it has been regularly updated.


As official brand sound guardians, we have administered music for countless applications in many territories. All music use is centrally administered in BrandNet – a globally accessible web-site with complete brand documentation. Here and in the Brand Sound Manual, all users have the possibility to download music and to ask questions direct link to us via a hotline.

About the client

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

The task

TUI has been a valued client of GROVES since the birth of the brand in 2001.


The TUI Smile symbol is one of the world’s most well-known logos, and we were given the challenge of creating its auditory pendant – the TUI Sound Logo. The modules Brand Audit, Market Review and Application Analysis, were carried out. In a Europe-wide Sound Workshop with the aligned-brands, stake-holder buy-in was attained and the TUI Brand Sound Identity was developed and committed to. 


For diligence, the selected Sound Logos were tested in an international market-research survey. It was carried out in six countries with more than 6.000 participants, measuring likability, perceived match to the brand’s key values, recognizability and other parameters.

The result


The TUI Sound Logo and the brand song “Let´s Make People Smile” has been successfully implemented by the “TUI Aligned Brands” – the brands using the TUI smile logo. 


To fit the newly developed positioning concept, the brand song was given a face-lift. A “basic” version was produced with the hit pop artist Patrick Nuo as well as a “premium” version sung by Cathy Battistessa of Cafe del Mar fame.


The concept was rounded of by a club remix version by the chart-topping DJ´s Blank&Jones.


All Brand Sound elements are available for download from the TUI Brand Net – an online service which can be accessed worldwide.


The TUI Brand Net is also the home of the Brand Sound Guidelines, which define usage rules. Furthermore, users of the TUI Brand Sound Identity have access to a comprehensive collection of information on Sound Branding in general, as well as diverse studies. This all helps to ensure a consistent and consequent auditive brand appearance.


Since the beginning of 2009 GROVES Sound Branding are the official Europe wide TUI sound consultants.

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