The SNCF iconic sonic identity, recognized by 90% of French people, emphasizes service and proximity. It’s adapted across 120 touchpoints, creating an enduring connection with travelers throughout France.
In 2005, SNCF (French national railway) needed to move from a public utility to a brand that travelers trust as a leader. This urgent need drove their decision to capture the power of sonic branding; a decision that would result in them becoming the most iconic brand sound in France.
Throughout each generation, the iconic sonic branding brings softness and translates the notions of proximity and of service.
2005 : With a driving tempo and confident voice, the brand’s first generation sonic identity reinforces its position as a leader in human mobility.
2009: With the rise of eco-conscious initiatives, the brand infused more acoustic instrumentation and authenticity into the sonic identity.
2013: Still remains mainly acoustic, but was recomposed with more modern textures and production techniques so as to, in effect, modernize the brand.
Today, there are more than 120 sonic branding touchpoints, all which relate to the core of the sonic brand. The most iconic being the station signal that is heard before messages throughout every train station in France and can be recognized by 90% of the French population, with only the first 2 notes.