The sound of a positive future
The HERE brand isn’t just what people see – it’s also what people hear. Consistent, recognizable sound design is important to maintain a multidimensional and personable brand. These guidelines provide a framework for sonic brand communication across all touchpoints, helping to ensure that HERE always sounds like HERE. Our sound guidelines were formulated with flexibility and versatility in mind, so that no matter the application, you can give the right tone and feel to a HERE asset.
HERE audio assets are created in the Flexible Music System (FMS). Read the FMS tutorial page to learn more.
Our brand sound principle: flow
HERE is about moving the world forward together. Our human-centric vision sees technology creating a positive momentum for people and society as a whole. This core idea – moving forward together – is embodied in the HERE brand sound by the flow principle.
Flow speaks to the forward momentum of HERE. Data, like water, flows onward to enable the everyday functioning of society. But flow is also a state of mind, one which leads to captivating musical performances and unforgettable human interactions. When things flow, they adapt seamlessly, just like HERE’s products and services. The flow principle and its positive momentum drive the sound of HERE.
HERE’s sound DNA
Following the flow principle, HERE’s sound DNA is based on three simple core elements that ensure consistent sound communication. Our sound DNA is a brand signature, but remains flexible for organic implementation across the world of HERE branded assets. The three elements of our sound DNA tie our sound together for an adaptable yet clear brand line.
The Dynamic Sound Logo (DSL) is the smallest musical structure carrying the thematic identity of positive momentum. From a single sound logo to an embedded melody in a song, the DSL provides a consistent and recognizable element across the HERE brand.
Voice is the most important instrument of human communication. HERE’s voice incorporates our human-centric vision by resonating on an emotional level with listeners.
The HERE sound Style emphasizes balance, ensuring equilibrium between our technological and human focus. It guides us in finding equilibrium between musical elements in a track, and the ideal combination of music within other media.
HERE Sound DNA Elements
Element 1: Dynamic Sound Logo
The dynamic sound logo’s signature is created by its tone intervals and rhythmic patterns.
The musical contour incorporates the triangle of HERE’s visual logo in the four tone intervals and the brand’s positive momentum through the rhythmic feel of the triplets in a major chord. The intonation of the DSL’s tone intervals reflects the flow principle through an ongoing, open, and positive harmonic feel. This musical structure allows flexible modifications of the motif while keeping the DSL’s contour recognizable.
The DSL can be applied in its full version or as a reduced version in one of two ways:
1. As a stand-alone sound event
2. As a reduced element within music
Click the audio files below to hear the full and reduced DSL:
Full DSL
Reduced
Stand-alone DSL
For the stand-alone DSL, only transpositions are allowed.
When implementing the stand-alone DSL, make sure you follow these rules:
1. Triplets descend in a major chord
2. The last note is a sixth up
3. The motif can sound in any major key
4. The tempo lies within 100-130 half notes
Click the audio files below to hear examples of a stand-alone DSL:
Full DSL - Example 1
Full DSL - Example 2
Full DSL - Example 3
Reduced DSL - Example 1
Reduced DSL - Example 2
Reduced DSL - Example 3
DSL within music
For the reduced DSL situated within music, alterations of the motif are allowed.
When implementing the reduced DSL, make sure you follow these rules:
1. Starting with triplets descending as major or minor chord,
or in smaller interval steps
2. Last note at least as high as the first note
3. The DSL can sound in any tempo
4. The notes duration can be extended proportionally
Click the audio files below to hear example applications of the DSL within music:
Bold – Example with Major
Bold – Example with Minor
Reduced DSL - Bold – Example with smaller intervals
Subtle – Example with Major
Reduced DSL - Subtle – Example with Minor
Reduced DSL - Subtle – Example with smaller intervals
Building with the ramp function
You can create ramps from the motif of the DSL to serve as build-ups to the DSL itself. This composition approach incorporates the idea of a musical journey, emphasizing the flow principle’s ongoing movement.
The ramp function can also be used in music. It works especially well as introductory music for a presentation.
Click the video files below to hear example applications of the ramp function:
Ramp example - Minor
Ramp example - Major
Element 2: Voice
Across HERE’s sound design, voice references the brand’s human-centric vision. It can be used in any form and with any level of abstraction, as long as the human core of the sound can still be heard.
From song lyrics to ambient layers of abstract voice, the human source of the music is always present. This gives HERE audio brand communication an organic layer that connects us all: a human touch.
Click the audio files below to hear examples of voice, from digital (Voice 1) to more human (Voice 4):
Voice 1
Voice 2
Voice 3
Voice 4
Element 3: Style
The organic and digital worlds should always be in balance within HERE’s communication.
Balance ensures the perfect combination of elements, whether that’s within the music itself or finding a balance between the music and other media or venues like video, stage or exhibitions.
This DNA element is a design approach for conveying the right feeling while creating sound for HERE. We have three styles to suit every application: digital contrast, organic contrast, and balance.
Balance within music
HERE sound design involves blending digital and human characteristics within the music.
Organic: warmth, analog instruments, naturalistic human voice.
Digital: clean, synthetic instruments, altered human voice.
Click the audio files below to hear examples of digital and organic music:
Digital music
Organic music
Balance in video
HERE’s visual content varies in its ratio of the digital and human (or organic) world. Music takes on a complementary function to balance these visuals. With HERE’s human-centric vision, the music’s perfect balance is slightly weighted towards the organic. When both worlds appear visually in perfect balance, the music does as well.
If a video primarily shows technology or has strong digital aesthetic, the music should provide a counterpoint with a more organic touch. The same applies in the reverse.
Click the short video files below to hear correct and incorrect applications of the HERE sound balance:
Digital contrast – HERE perfect balance
Digital contrast – wrong balance
Organic contrast – HERE perfect balance
Organic contrast – wrong balance
Remember:
If the visuals are more digital or tech-focused, the music should be more organic.
If the visuals are human-centric, the music should be more digital.
Our sound territory HERE’s music is defined by mood, rather than musical genre. Focusing on an overall positive, tangible mood allows for a set framework that remains flexible and diverse.
Need to create audio assets for a HERE branded project? Check out the HERE Flexible Music System (FMS), an intuitive tool for creating music tracks and sound accents in the HERE brand sound.