Today, virtually every streaming platform has a sonic logo, from HBO’s classic “Static Angel” to the iconic Netflix “Tudum.” For Hulu, standing out in such a crowded marketplace has been a process of experimentation and revision. In this episode, we chart the evolution of Hulu’s sonic branding across 5 unique sonic logos. Along the way, the creative team shares unused alternate versions for the first time, and breaks down how they used AI to test their latest sound. Featuring Dan Capstick of DixonBaxi, Matthew Wilcock of Zelig Sound, and Reid Thompson of Hulu. Sign up for Twenty Thousand Hertz+ to get our entire catalog ad-free. If you know what this week's mystery sound is, tell us at mystery.20k.org. Follow Dallas on Instagram, TikTok and LinkedIn. Watch our video shorts on YouTube, and join the discussion on Reddit and Facebook. Claim your $75 sponsored job credit at indeed.com/hertz. Get 50% off your first Factor order at factormeals.com/tth50. Get 55% off your Babbel subscription at babbel.com/20K. Go to zocdoc.com/20k and download the Zocdoc app for free. Episode transcript, music, and credits can be found here: https://www.20k.org/episodes/intothehuluverse Learn more about your ad choices. Visit megaphone.fm/adchoices
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My absolute favorite Sonic brands is Hulu.
For listeners outside the US, Hulu is a streaming service that launched in 2008.
Over the years, they've used a lot of different Sonic logos, many of which I've really loved.
But if I had to pick a favorite, I'd probably go with this latest version.
To me, that Sonic logo is a perfect little story with a buildup, a crescendo, and a release, all told, in just a few seconds.
When I hear it, I almost get a physical reaction.
My dopamine fires and I'm ready to dive into whatever comes next.
Now, Sonic logos go by a few different names.
Some people just call them Sonics.
Quite often we call it a mnemonic.
That's Dan Kapstick.
I am head of creative at Dixon Baxi, a branding agency based in London, UK.
Dixon Baxey has worked with everyone from IMAX to Samsung to Hulu.
They help these companies design a more memorable and relevant brand, and that includes their Sonic brand.
A Sonic logo by its makeup is often a very short piece of media, three or 4 seconds long at Max, and you have a very limited time to play with to communicate what that brand stands for.
So it's possibly one of the hardest working pieces of music or Sonic that there could possibly be in branding.
Yeah, from my experience, like less is more.
My name is Matthew Wilcock.
I co own and I'm the creative director at Zelig Sound, an original music and sound company.