To create an audio logo for NEO that seamlessly complements its visual identity while embodying a futuristic sound, the audio needed to avoid 80s-style futurism and instead evoke a sense of a “future metropolis,” whilst also incorporating Saudi elements in a fresh and non-cliché way.

Inspiration from the Visual Identity

The visual identity, designed by Saffron Brand Consultants, served as a strong foundation for the audio.

Its blue gradients and arabesque patterns inspired key sonic elements. The ethereal and electric qualities of the blue gradients were translated into ambient swells and fluid rhythms, creating a sense of expansion. The arabesque patterns in the ‘O’ of the logo were considered and reflected in the plucking textures of the Oud, blending spatial and entrancing qualities.

“The visual identity, with its blue gradients and intricate patterns, immediately kick-started my imagination, which served as a perfect starting point for the sound design,” shared the composer, John Cleworth.

The audio logo was designed to reflect key attributes we aligned on during strategic meetings with NEO and Saffron: a blend of neo-futurism, ethereal soundscapes, and energizing motivation, all rooted in Saudi influences

To achieve this, we experimented with unconventional techniques, avoiding traditional approaches like simple 3-5 note melodies. Instead, the audio logo featured layers of textures and dynamic movement, ensuring both innovation and memorability.

Breakdown of the Audio Logo

The melody was performed on the Oud with a modern twist, capturing the essence of New Saudi by seamlessly blending tradition with innovation. The speeding up and slowing down of the Oud, creates symmetry and dynamism out of simply one note.

The climax and impact of the audio logo capture the Dynamic energy of the brand, embodying its bold and forward-moving spirit through contemporary sound design.

The ambient swells and tail convey the Ethereal quality, creating a sense of fluidity and space, while the electronic synthesis reinforces the Neo-Futuristic concept, blending modern technology with a visionary soundscape.

The melody and major harmony evoke a Motivating feeling, inspiring a sense of empowerment.

Innovation in Sound Design

Converting the concept of NEO into sound required a delicate balance between modernity and tradition. Together with Cleworth, we developed a custom synthesizer mimicking plucky string textures, blending it with samples of the Oud. The Oud was digitally manipulated to sound slightly robotic, creating a fusion of organic and synthetic qualities aligned with the idea of Neo-Saudi.