Yello Sound Branding
Sampling the Sun
Yello embodies optimism, joy, and sustainable energy that brings smiles. The bright yellow, circular logo, the recurring "Companion Dot," and a vibrant tone all symbolize "Good Energy," inspired by the sun.
Our mission was to create a sound branding that resonates across diverse brand touchpoints with flexibility and impact.
Sampling the Sun
The concept: we harnessed the sun as both a sound and a source of inspiration to craft Yello’s unique audio identity, infusing its sound with “good energy,” both literally and metaphorically.
How? The sun actually produces sound! Rising pressure waves from gases at its core have been recorded by NASA and the ESA, then transformed into audible samples by Professor Alexander Kosovochev at Stanford’s Experimental Physics Lab.
We combined these Solar Samples with musical elements that generate positive energy. The result is a sound that resonates with Yello’s young, urban audience: exciting, modern, and genre-bending—like a well-crafted indie pop track with hints of funk, disco, and electronic influences.
A Flexible Sound Architecture
Yello’s new sound identity comes to life in the Manifesto—a foundational acoustic piece for the brand’s sound. From this, we developed the sound logo and a flexible, modular Yello Music Library.
A new brand voice, characterized by warmth, optimism, and an energetic tone, enhances Yello’s brand personality.
- --:----:--Library Track Inner Boost0 Minutes 00 Seconds
- --:----:--Library Track Blossom0 Minutes 00 Seconds
- --:----:--Library Track The Flow0 Minutes 00 Seconds
- --:----:--Sound Set UX Accept0 Minutes 00 Seconds
- --:----:--Sound Set UX Push0 Minutes 00 Seconds
- --:----:--Sound Set UX Deny0 Minutes 00 Seconds
- --:----:--Sound Set Emoji Sun0 Minutes 00 Seconds
- --:----:--Sound Set Emoji Celebration High0 Minutes 00 Seconds
- --:----:--Sound Set Emoji Alert High0 Minutes 00 Seconds
A new brand voice, characterized by warmth, optimism, and an energetic tone, enhances Yello’s brand personality.
- --:----:--Yello Brand Voice0 Minutes 00 Seconds
A sound guideline complements the brand’s visual guideline and provides support in applying the new sound branding.
Good Energy, Made Experiential
Collaborations with artists like Alli Neumann, along with pop-up spaces and branded playlists, bring Yello’s sound identity to life beyond traditional channels, making it truly immersive and experiential.
