Client: Shanghai Jidu Automobile Co., Ltd., Shanghai, China
Sound Logo
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.
Credits
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Client:IKK classic, Dresden, Germany
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Design:Scholz & Friends Düsseldorf GmbH, Düsseldorf, Germany TRO GmbH, Düsseldorf, Germany
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Project Team:IKK classic: David Hermer (Head of Marketing) Thomas Sleutel (Head of Market Division) Catrin Hippler (Head of Customers Division)
Scholz & Friends Düsseldorf GmbH: Lars Ecker (Creative Director) Max Messinger (Creative Director) Saskia Choinowski (Senior Account Manager) Alexander Richter (Copywriter)
TRO GmbH: Bastian Kohler (Composition/Production) Markus Sasse (Composition/Production) Matteo Ponzetta (Creative Director)