The Genelec sonic identity blends timelessness with Finnish heritage. It uses a female voice and a unique time signature. Used in product films and digital touchpoints, it underlines Genelec’s dedication to innovation, quality, and cultural authenticity.
Ever conscious of the importance of quality in a sonic experience, Genelec sought to own a distinctive sonic identity to open a new chapter in the brand’s rich history of seeking out innovative solutions.
The challenge was to compose a piece of music to express the promise of unrivaled technical expertise while capturing the unique and specific components of the brand like their dedication to pioneering, persevering and being true to their Finnish heritage, all with a touch of art .
The simple orchestration embodies a crafted expression of timelessness. Infused with a pure, natural, female voice, it creates an organic and authentic sound. This voice soars above the instruments, forming an artistic and surprising contrast. Additionally, the folk-inspired vocals suggest a deep sense of heritage from the far north of Finland, reinforcing a memorable sonic logo element.
Beyond its emotional depth, the composition carries a hidden tribute. Set in a 7/4 time signature, it symbolizes the seven letters of Genelec. While this may seem like a subtle detail, such precision reflects the brand’s dedication to innovation. Ultimately, this meticulous approach strengthens Genelec’s honest and forward-thinking identity.
The sonic identity can currently be heard on short TVC spots that run during Season 9 of The Voice of Finland; the music accompanies a fitting voiceover, “Genelec, when the sound/voice matter.” As 2020 unfolds,