BMW is introducing a new sound logo to be used in the brand’s advertising commercials on TV and radio as well as in the new brand films.

“As part of the evolution of our acoustic branding, we are replacing the ‘double gong’ used for the past 14 years with a new sound logo, which gives the brand a distinctive modern, aesthetic and dynamic recognition factor and can be used in many different ways worldwide,” commented Joachim H. Blickhäuser, head of Corporate and Brand Identity at BMW Group. The new sound logo is set to be unveiled starting mid-March in France and the UK, with the global rollout following later this year.

The new sound logo can be heard in the spot launched as part of the latest “Designed for Driving Pleasure” campaign—watch the first spot below to the end to hear the new audio branding feature. The brand states that «the new sound theme reflects BMW’s attitude to car building and driving experience, mirroring the joy of progress and ultimate mobility». The melody starts with a rising, resonant sound and gets underscored by two distinctive bass tones.

Watch the same German “Designed for Driving Pleasure” with the old tune (hear it in the very end) to compare the sound logos.

“It was a very intensive process and a wonderfully exciting challenge right from the start,» sound designer Thomas Kisser of HASTINGS media music, commented on the development of the new sound logo. «The questions I asked myself at the outset were: What does the BMW brand sound like to me? Which sound themes represent the values I associate with BMW, such as Sheer Driving Pleasure, aesthetic appeal and power? And how can I create a sound logo that clearly differentiates the brand from other brands—especially other automotive brands? Important criteria for the development process included global cultural compatibility, variability of application, brand fit and recognition value.”