The Sound of the Brand
Emotional and touching, the Audi Corporate Sound is fascinating and gets under your skin. It dissolves the distance between the recipient and the Audi brand. You journey directly into the brand world and experience it through your senses.
The compositions are unusual and fascinating, felt as an intense experience. An unusual mix of styles and innovative use of instruments are clear requirements.
The Audi Heartbeat is Audi's acoustic trademark and was revised in 2016 in line with the new CI principles. The Audi Heartbeat now focuses on the "Vorsprung durch Technik" brand core and makes progressiveness audible.
The Audi heartbeat is used in all audiovisual media directly linked with the animated trademark, the TVC-Ending. In purely audio-based media, as the core of Audi’s acoustic identity, it represents the central brand element and provides the brand with a recognisable sound across the globe.
The Audi Heartbeat file and guidelines for synchronisation with the animated trademark and integrating with music are available on the Corporate Design Portal in the Guide to "Motion pictures" > TVC-Ending.
The Audi Heartbeat is based on a real human heartbeat. The heartbeat is a long-standing acoustic trademark closely associated with Audi and conveys the emotional nature of the brand. It is accompanied by instruments from the Audi Sound Studio, thereby creating the unmistakable Audi Heartbeat.
The Brand Music Pool consists of pieces of music composed exclusively for Audi: the Audi Scores. They cover a wide range of different moods and the downloads play for between 90 and 180 seconds. The Audi Scores can be used to insert quick bursts of the typical Audi sound into communication activities such as film soundtracks, sound presentations etc.
The Audi compilations are a set of tracks by various performers on four CDs that can be used for a variety of different occasions. Each CD comprises 40 tracks that have been selected in accordance with the guidelines for the Audi Sound Studio.
We cannot offer this CD compilation as a download on copyright grounds. Please see below for order information.
Aftershow Parties and Trade Fair Celebrations
The "Vibes" CD (article no. 122/1414.20.18) creates an energetic, positive mood at exhibition, event and aftershow parties. "Vibes" can be used at evening trade fair celebrations as support for a DJ or could even replace the DJ, thanks to the additional DJ mix available on the CD. "Vibes" gets everyone going with a funky beat and high tempo. It is rhythmic, dynamic and focuses mainly on house and electro styles.
Daytime events | Showroom music
The CD “Emotions” (article no. 122/1114.20.18) is especially suitable for daytime events or for use in the showroom. The positive, emotional and human appeal of the music is intended to encourage visitors to stay longer in the Audi showroom. It creates an energetic and positive basic mood and moves mainly in the genres of pop, rock and urban.
Shuttle Vehicles | Evening Dinner
The CD “Smooth” (article no. 122/1314.20.18) conveys a pleasant yet fresh atmosphere at evening dinner events or in shuttle vehicles. Thanks to its enigmatic nature, the music accompanies the event without disrupting conversation. The sophisticated and at the same time subtly inspiring music from the genres urban, nu-jazz and nu-soul exudes elegance and progressivity in equal measure.
The Audi Brand Voice is defined by Audi's brand personality. The voice is male and is taken from the brand's core claim "Vorsprung durch Technik". It makes the brand recognisable and acts as a form of quality assurance.
The Audi Brand Voice is designed for all communication channels – such as TV and cinema advertising, brand films, radio commercials, online or trade fairs. It is used when what is being said is intended to convey the personality of the brand and should always be used when it is clear that "The Audi brand is speaking".
The Audi Brand Voice is characterised as follows:
- Gender: male
- Age range: 35–45
- Pitch: medium to deep, trained voice, authentic and self-confident, no dialect
The following voice artists are recommended for Audi Brand Voice recordings and can be commissioned without further consultation:
This music was developed using sounds from the Audi Sound Studio. Bring the Audi brand to life on your phone and use the hold music in your telephone system.
Download ringtones and hold music.