No other sonic identity has won so many awards. No other sound has transformed a brand that much. The SNCF iconic sonic identity has set the tone and amplfied dramatically the power of the brand. Recognized and adored by 90% of French people, it emphasizes the vision of mobility by SNCF. 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 chose Sixieme Son and 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.
The SNCF sound identity has become the brand’s greatest distinctive asset.* Its connection with both SNCF employees and the French public is remarkable. By all evaluation metrics, it has become the most powerful sound identity and the one to which the people feel the most attached.* The SNCF sound identity enjoys an exceptional level of awareness (98%), attribution (94%), likeability (94%), and emotional connection (81%) among the French public. A survey conducted by GMV** reveals that over 81% of SNCF customers say they feel attached or very attached to this sound identity.
The SNCF sound identity has been recognized with numerous awards, including the Strategies Design Grand, Super Design Award, and honors from the Audio Branding Congress.
*Research by Harris Interactive 2023