UNIFYING A MYRIAD OF MOVING PARTS
ABOUT THE CLIENT
The Linde Group is a world-leading gas and engineering company with approximately 62,000 employees working in more than 100 countries worldwide. Linde’s Gas division serves customers across almost all industry segments, including healthcare (medical gases). Linde represents over 130 years of technological progress. Technology, innovation and an inventive spirit have characterized the company since its inception, thanks to its founder Carl von Linde.
THE APPROACH: CONNECTING A TECHNOLOGY AND ENGINEERING COMPANY WITH THE EMOTIONS OF MUSIC
Why is The Linde Group in search of a sound identity? What connects a technology and engineering company with the emotions of music?
MAIN AUDIO BRANDING GOALS
Emotionalize the company’s transformational journey
The Linde Group has been on a transformational journey, reshaping the company for several years. The first goal of The Linde Group's audio branding was to emotionalize a message of unity; of becoming one company, one culture and one brand.
Add an emotional dimension to an engineering-focused and technical communication
Adding audio branding to The Linde Group is also a way to add an emotional dimension to all types of company communication, which are otherwise very technical and engineering-focused. This audible communication opens up a new emotional dimension, especially with the use of musical storytelling techniques.
Increase brand uniqueness
One of the reasons why The Linde Group decided to develop audio branding assets, was to improve brand uniqueness; one of the many benefits of an effective sound identity. With better integration of all aspects of the brand personality, The Linde Group is able to differentiate itself through its mission and products.
DEFINING AND CREATING THE SOUND FOR THE LINDE GROUP
amp began the creative development with a composer pitch. The compositional pitches were then evaluated along two criteria:
1) brand representation/compliance
2) flexibility, memorability and recognizability.
Brand compliance was measured by evaluating the music with The Linde Group’s brand communication language and visual language.
The cornerstone of this acoustic identity is the catchy and versatile Linde Theme. The music is played by a classical symphony orchestra, supplemented by both ethnic and electronic instruments. The fusion of different styles takes the listener on an awe-inspiring journey through four epochs and the most important phases of the Linde Group's history.
THE RESULT AND ITS POTENTIAL
amp set up the production of the Linde Suite as an international project. The internationally-unifying character of the Linde Suite is easily seen in the multiculturalism of its contributors: Los Angeles, Vancouver, Cologne, Munich and Bratislava all served as production stations for the realization of this musical masterpiece. At each station either, composers, orchestrators, arrangers, our agency or the orchestra itself, contributed to the final international product. The Linde Suite has been used for emotional staging at Linde events (corporate events, brand merger events, award ceremonies, etc.) around the world, making the Linde experience a memorable and lasting one.
After the successful premiere of the Linde Suite at the Linde Management Conference 2010, a CD (along with a personal greeting from the CEO) was sent to all employees around the globe – as audible evidence of their shared identity.
The core elements of The Linde Group’s sound identity, The Masterpiece and The Linde Suite, are the basis for the continued development of a wide range of applications. Derived from the core compositional elements, amp has continued a focused development of applications which make the brand audible at different touch-points and in different situations.
A sound identity has to be continually developed, enhanced and extended – The Linde Group sound identity is still evolving, even after 3 years. amp is working to integrate all elements, all applications and guidelines of The Linde Group’s sound identity into the Linde Brand Management Portal. By doing this, all communication, marketing and branding employees worldwide are given direct access to the sound media. amp is also working on the "contextualisation" of The Linde Group brand music in two subcategories – healthcare and clean technology – to create branded music that can be used in the corresponding divisions.
Spreading the message
Brand music can be used for all media and for both internal and external communication. The Linde Group's branding, communication, design and event teams are now aware of the advantages the right audio support can have. Since 2010, The Linde Group's communication team has been using The Linde Suite for several major brand change events worldwide. While it does serve as entertainment, The Linde Suite is ultimately a strong brand ambassador and a story-teller.
For the 2012 Management Conference in Shanghai, amp realised the Linde Suite Part II: the journey continues. A new symphony celebrating a strong determination to be an industry leader and a great demonstration of continuity in the brand's emotional approach.
The CEO’s personal message to all employees
"Music forms an integral element of culture – it brings its spirit to life. Our common culture is what binds us together, through the values we live and the inner conviction we share. We have translated this spirit into music, into the Linde Suite. It is a musical journey through time, from the early days when our company was founded, all the way to its most recent transformation and our rise to a truly global player. Our very own music shall now accompany us on our journey to become the High Performance Organisation we are striving to be. It shall give us a feeling of pleasure by creating our very own unique profile."
CONVINCING BOTH: CLIENT AND EXPERT JURIES
Concept, strategy, development and implementation of The Linde Group's holistic audio branding not only convinced the client of amp's audio branding proficiency, but won over two expert juries.
In 2014 Red Dot Award's jury honored this project with its Winner award, the award for high design quality.
In 2012, Audio Branding Award's jury honored this project with the Bronze Award at the Audio Branding Congress 2012.