The company was looking for an element which could create an identity in order to make the group’s strong sense of togetherness into a feeling that can be emotionally experienced. And one whose uniqueness can be understood in multicultural, cross-border and intuitive terms.
That is why Linde chose an unusual form of communication: a perfect declination of sound branding. After all, music is a universal language that can convey emotion, tradition and values faster than any other means of communication. So we developed a Sound DNA and from the Sound DNA derived every single sound element for the holistic sound identity of Linde, embracing every sector from Industry Gases, to Clean Energy and Healthcare.
- Holistic Sound Identity, implementation in 100 countries
- Sound DNA with several adaptations to different sectors, like Industry Gases, Clean Energy and Healthcare
- A special work called "The Linde Suite". A symphonic music work in 4 movements for events, brand merger, film soundtracks and internal communication
- Campaign "Fascinating Gases" for creating the sound for the products of Linde in a spectacular and surprising way. Winner of RED DOT AWARD 2014 "GRAND PRIX", the best achievement in the category Sound over all submissions
The cornerstone of Linde’s sound identity is the catchy, versatile and universal Linde Melody, which grows into a four-movement Suite, that takes you on an awe-inspiring journey through four epochs and the most important phases of the company’s history. The music joins tradition with the future, reflects the company’s values, can be used all over the world and can be performed by a wide variety of different ensembles, amongst others a classical symphony orchestra, supplemented by ethnic and electronic instruments.
After the realization of a musical source material consisting in Linde Melody, Linde Musical motives and sequences, a Masterpiece containing Linde Melody and Linde Sound and the Linde Suite itself, we started the development of many other elements of the sound identity like soundtracks, generative soundscapes, telephone loop, ring tones, etc. in order to serve all touch-points as well as the whole corporate communication. Every deliverable of the Linde sound identity together with guidelines and examples can be accessed worldwide at the Linde Brand Management Portal.
You can watch a detailed film about the project here:
CEO of The Linde Group:
“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"
FASCINATING GASES. THE CAMPAIGN.
How can Linde communicate invisible and inaudible products? After the gases had been given a face, the task was to make audible what would otherwise be inaudible, and to give each gas an individual sound generating a soundscape for it. So we composed soundscapes to reflect in sound the ethereal quality and diffuse “intangibility” of each gas. Without using all too definitive sounds or recognisable musical phrases, we designed a floating, organic sound texture which gives all the gases a uniform aesthetic and a personality of their own.
Winner of the highest recognition in the sound categoty over all submission, 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.