Linde was in search of an audio identity to EMPHASIZE the group's strong Sense of Togetherness and generate a greater emotional experience.
That is why Linde chose an unusual form of communication: a holistic Sound Identity. After all, music is a universal language that can convey emotion, tradition and values faster and more effectively than any other means of communication. amp developed a Sound DNA and derivative sound elements to form a holistic sound identity for Linde, embracing alls sectors from Industry Gases, to Clean Energy and Healthcare.
SOUND IDENTITY ELEMENTS
“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 global player"
DR. WOLFGANG REITZLE
CEO of the Linde Group
MUSIC PRODUCTIONs FOR MUSIC BANK
The cornerstone of Linde’s Sound Identity is the catchy, versatile and universal Linde Melody, which grows into a four-movement Suite. The Linde Suite takes you through an awe-inspiring journey through four epochs and the most important phases of the company’s history. The music joins tradition with the future, reflecting on the company’s values. It can be used all over the world and can be performed by a wide variety of different ensembles.
After the realization of the musical source code (Sound DNA), including the Linde Melody, other musical motives and sequences, we began the development of other sound identity elements (i.e. soundtracks, generative soundscapes, telephone loop, ring tones, etc.). These sound elements support all audible touch-points and tie all corporate communication together.
LIVE AND EVENT SOUND
From Frankfurt to Shanghai, at seperate Linde Management Conferences, amp was tasked with the staging of a live performance of the Linde Suite. The orchestras were comprised of classical and electronic instruments, to form a blended sound.
SOUND INTERFACES AND SOUNDS FOR UX/UI - fascinating gases campaign
How can Linde communicate invisible and inaudible products? Once the gases had been given a face, the task was to make them heard and to assign specific generative soundscapes to each. We composed soundscapes to reflect the ethereal quality and diffuse “intangibility” of each gas. Without using definitive sounds or recognizable musical phrases, we designed a floating, organic sound texture and adapted it, giving each gas a uniform aesthetic and a personality of its own.
Winner of the highest honor in the sound category above all other submissions, the Red Dot Award "Gran Prix" 2014 goes to THE SOUND OF FASCINATING GASES:
ABOUT THE LINDE GROUP
The Linde Group, registered as Linde AG, is a German multinational chemical company founded in 1879. It is the world's largest industrial gas company by market share as well as revenue. Linde shares are traded on all the German stock exchanges and also in Zürich, and the Linde share price is included in the DAX 30 index. The group is headquartered in Munich, Bavaria, Germany. The Linde Group has over 600 affiliated companies in more than 100 countries, with customers in the industrial, retail, trade, science, research and public sectors.