Since 2009, Sixieme Son is the sonic branding partner of this iconic brand. We have created a robust, electric guitar-driven sound that conveys Michelin dedication to innovation and mobility. This sonic identity underscores their shift beyond tires, fostering brand trust and appeal across key global markets.
Michelin is an iconic brand. Engaged to diversifying its activities beyond tires by committing itself to the development of the hydrogen sector and the promotion of sustainable mobility, Michelin wished to illustrate this with a powerful sonic identity. Michelin wanted a strong sound signature for their new positioning: ‘Innovating for a better life on the move’.
Reliable, enthusiastic and innovative, Michelin’s new sound identity embodies the promise of improving life in motion. It combines powerful electric guitars and light acoustic notes to create a sound identity that is modern, robust and warm.
Michelin’s new audio identity is widely perceived as modern, dynamic and well-suited to the brand, with fantastic approval ratings in Europe, America, China and India*. It effectively expresses Michelin’s role and positionning as an inspring and creative brand, trustworthy and optimistic.
*2022 Research Toluna / Harris Interactive