You're listening to 20,000.
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.