IKK classic

The German health insurance company IKK classic traces its roots to skilled crafts and trades. Inspired by the company’s brand values, the sound logo was intended to provide a beat matching the concept of “Tatkraft” (can-do spirit). It is atonal overall and consists of individual handmade elements: a powerful drum set, rhythmic body percussion and energetic hand clapping. The allegretto eighth-note rhythm is based on the human pulse rate of 110 bpm, which occurs during light to moderate physical activity. In order to do justice to the diversity of the insured persons, both a female and a male voice-over were recorded, so that the sound logo can be adapted to specific target groups depending on the occasion.