Den Bosch Sonic Identity
When designing a sonic identity, understanding the strategic and cultural perspective of the client is crucial. This involves knowing their mission, vision, values, and the unique cultural context they operate within. For a city like Den Bosch, this means appreciating its history, traditions, and future aspirations.
Den Bosch is a historic city in the Netherlands with a rich cultural heritage. It's renowned for its medieval architecture, vibrant arts scene, and the famous Sint Jans Cathedral.
Den Bosch Partners asked Big Orange to develop a sonic identity for the city for the coming years, incorporating the values of The Art of Living Together, Unity, Imagination, and Zest for Life. The city's motto is Zin in Den Bosch, and the vision for the future is "Building Cathedrals," a direct reference to the Sint Jans Cathedral in Den Bosch.
Challenge
Creating a sonic identity for Den Bosch was a challenging task. How does the city sound? How can we craft a sonic reference that honors its heritage while also reflecting the present and future? Big Orange needed to develop a sonic identity that would be appealing and recognizable to both current residents, tourists, and generations old and new.
Process
We sampled the city sounds, including the bells played by the carillonneur in the Sint Jans Cathedral. We used the first letters of the words "Den Bosch" (DB) as the main musical chords, played by a guitar in the sound logo. The melody features a quarter interval, commonly used in carnival songs and the Oeteldonk Anthem. You can also hear the kick sound of the TR-808 drum synth, a nod to classic dance music and the electronic music scene in Den Bosch. Additionally, a medieval drumroll is heard at the beginning of the sound logo, connecting the sound logo to the city's medieval past. The logo concludes with the sound of a wine glass clink, referencing the 'gezelligheid' and the many bars and restaurants in the city.
Result
Overall, the result is a layered sound logo that captures the spirit and identity of Den Bosch. It represents the city's past, present, and future, making it a memorable and appealing signature for both residents and visitors. The voice you hear is Lotte Horlings, a Dutch actress, presenter, and singer with Brabant roots. The sound logo will be used in radio commercials, podcasts, online ads, social media, events, and more.
Credits
Strategy: Den Bosch Partners, Johnvenn Agency, The Forward Club, Fama Volat
Design: Studio Boot, Studio Nina van Bart, Autograph, Buro Meta, Pitcher, Studio Tween
Voice: Lotte Horlings
Composer: Jos Jansen
