13 Oct 2021
Legal & General's first sonic brand identity
Legal & General launches sonic brand identity, created by MassiveMusic, in partnership with Superunion.
The Legal & General Group has launched its first sonic brand identity. Produced by the music agency MassiveMusic and Superunion, the new audio identity aligns with the company's wider purpose of delivering the economic and social benefits of 'Inclusive Capitalism' to improve the lives of its customers. The launch of the sonic brand follows Legal & General's global rebrand last year by Superunion, who continue to work with the company on brand development.
Established in 1836 and one of Europe's largest insurance and asset management groups, Legal & General's purpose has always been at the heart of everything it does. As a company, it has invested more than £30bn in direct investments including homes, urban regeneration across the UK's towns and cities, clean energy and small business finance. The Group's first sonic identity was developed to extend this sentiment, enabling the brand to live across an audio ecosystem.
Inspired by Legal & General's iconic umbrella as the symbol of protection, and its 'Inclusive Capitalism' ethos, Legal & General's sonic identity aims to give back to society and enhance lives through the power of sound. It was created by the specialist team at Goldsmith's Music Mind and Brain Lab and Soundout research, to develop four functional music tracks mapped against the colours of Legal & General's umbrella logo. Grounded in science, the empirically-tested music is proven to effectively promote a sense of calm and improve wellbeing, aid with sleep and promote better focus:
- Red: Functional music to aid focus (e.g. work, study)
- Blue: Functional music to aid sleep (e.g. at night or 4am scenario)
- Yellow: Functional music for a moment of pause (e.g. on commute, coffee break)
- Green: Functional music to calm down emotionally (e.g. feeling stressed, irritable)
The tracks are accessible on Spotify and YouTube without restriction. Free to anyone that might want to take advantage of these pieces of music.
Tamara Bates, Group Brand Director at Legal & General, said: "It really was an incredible experience developing the sound of Legal & General with both MassiveMusic and the scientific minds at Goldsmiths. We’re known for how we look but not how we sound, so the proves and collaboration of finding something that is rooted in our brand values and offering something more to our customers means we have another hugely valuable asset that can play a part across our global communications.”