The Sound of Singapore Airlines
The Sound of Singapore Airlines, created by sonic branding agency DLMDD, forms a key part of the airline’s new brand architecture, which aims to stimulate all five senses. The sonic identity comprises three 10-minute instrumental tracks: Landing Music, Boarding Music and Lounge Music, each designed to be played at different stages of a passenger’s journey.
DLMDD worked with audio architect Dominic Murcott to create a unique piece of technology – named the SIA Batik Instrument – to translate the colour frequencies of the airline’s new visual identity into sound. Composer Rohan de Livera then created the score for The Symphony of Flowers, a 30-minute suite comprising the three shorter pieces.
DLMDD
DLMDD is a specialist sonic branding agency that works with vibrant, ambitious and innovative brands to find their identities in a world now dominated by sound.
They are an experienced and award winning team of agency thinkers, identity creators and music producers who have worked across many of the world’s most prestigious clients.
