An Audio Identity for DSB
DSB & Sonic Minds
In 1984, the renowned Danish composer, Niels-Viggo Bentzon, created DSB’s iconic audio motif to be used as a call sound in the IC3 trains. The audio mark has become synonymous with the company and the Danes’ train rides, but many railways have changed since then, and times had come for DSB to use sound and music more strategically in all customer touchpoints.
Together with DSB’s team of marketers, we have created a complete audio identity centered around the iconic audio mark to generate a greater coherence between music and audio logo in their soundscape and across channels.
Redesign of Audio Logo
We have modernized DSB’s iconic audio logo, creating two slightly different designs; one to be used in the trains and one for digital channels. The new tones are now played in unison and by several instruments – bass, cello, and strings – to create a warmer sound design while still keeping Bentzon’s recognizable notes of D Eb and Bb. Listen to the tracks below and see if you can distinguish between DSB’s train call since 1984 and the new one.
Based on DSB’s core values, vision, and strategy, three music compositions have been created to reflect and express the brand in different ways. Common for them all is the unique audio logo that has been integrated into the music. In that way, we have created a strong coherence between the brand tracks and audio logo so DSB can transfer the strong degree of recognisability from the logo into the new audio identity.
Sound & Music Toolbox
All of DSB’s new sound and music assets have been collected in a Music Toolbox that allows for efficient and easy use of on-brand elements. The toolbox also contains ringtones, On-Hold music, and various interaction sounds for their app – all of which can be adapted to DSB’s different brand touchpoints and communication needs.