Axel Springer Audio Branding

In 2019, Axel Springer sharpened its brand positioning to reflect its forward-thinking, transformative attitude and business strategy. The new brand vision: “We Empower Free Decisions.” The inspiration was derived from the company founder’s belief in the vital role that freedom plays for democracy and the rule of law. Excerpts from his voice were reinterpreted with drums that mimic the phonetic sounds of words, while consonants and vowels received different rhythmic elements. The sound language thus has the effect of a bold punchline and embodies a radical form of freedom in the sense of free expression, as the resulting rhythm is ever-changing in measure and structure.