KUKA is a global supplier of intelligent automation solutions. Its industrial robots innovate production processes for all kinds of businesses. These include automotive, electronics, general industry, consumer goods, e-commerce/retail and healthcare. These robots also play a mean game of table tennis. No wonder why, they are made for humans by humans.
Our challenge was to build a sonic ecosystem to express the idea of "industrial intelligence" in an instantly recognisable brand sound. This had to capture the robots’ essence in an emotive, human way. Overlaying this was KUKA’s brand colour, orange, a key part of its corporate identity. This led us to ask: is it possible to express intelligence and a colour in sound?
The co-creation process inspired an alternative approach. Normally we begin by composing a selection of musical motifs and the sonic ID evolves from here. In this case, the new logo animation led us to begin exploring sound design rather than melody.
The client trusted us to explore the brand’s sonic DNA. We created sophisticated robotics inspired SFX, which we built in layers and then played in unison. As we listened and experimented with different combinations and structures, we started to hear organic, human-like sounds in the mix.
An evocative melody gradually emerged from the sound bed, inspired by the sound structure of orange intelligence. This became our leitmotif, and the melody became the foundation for the full KUKA sonic brand package. The emotive score was captured in a brand tune and new audio logo, along with unique SFX, music and sound for live brand communications and special film music modules for internal and external use.
In 2020 we were asked to compose film music for a 90-minute documentary that told the story of world table tennis star, Timo Boll sponsored by KUKA. Broadcast multiple times on German sports TV channels, it will be shown in China in 2021. Our next project is to create a brand music library based on our previous work to complete their audio-visual ecosystem. We will also collaborate on a music-art project that will be realised in a campaign film and podcast with KUKA sound branding.
