The day I discovered Sonic Branding
One day, as I was driving, a song came on the radio that caught my ear. Just a few seconds in, I thought, “This sounds like James Bond.” Yet I didn’t know the song, nor who was singing. When the track ended, the host revealed it was Billie Eilish’s new theme for the latest 007 film, No Time To Die. I was floored—how had I known? What was it in those first few notes that conveyed the Bond essence so clearly? That brief, mysterious moment sparked my curiosity and sent me down a fascinating path: sonic branding. Like a brand font or a color scheme, I realized sound can evoke feelings, memories, and even stories tied to a brand.
What makes a song sound like Bond?
There’s something unmistakable about 007 theme songs—a blend of sophistication, danger, and intrigue that feels timeless and thrilling. But what exactly creates that "Bond feeling"? I started digging into the musical DNA of Bond themes and found three powerful elements that work together to make this iconic sound: a specific selection of instruments, a unique chord progression, and an unusual chord that’s pure Bond. Let’s explore these ingredients and uncover why they resonate so deeply with the 007 brand.
1. Timeless, Cinematic Instruments
First, the instruments tell a big part of the story. 007 songs typically use iconic elements: a 1960s-style electric guitar and a big orchestra with trombones, flutes, and lush strings. These choices create a timeless and cinematic atmosphere. They embody both sophistication and adventure, mirroring Bond’s high-stakes world. The electric guitar adds an edge of danger and unpredictability, while orchestral elements give a sense of grandeur and tradition—two qualities intrinsic to the Bond brand.
2. The Bond Chord Progression
At the core of most Bond themes is a simple pattern: four notes that rise and fall in a way that feels mysterious and suspenseful.
These notes are known as the James Bond Chord Progression. Since the first Bond film in 1962, this sequence has been the musical backbone of the franchise, capturing its world of intrigue, danger, and sophistication.
So, what’s happening in this progression? Musically, the sequence features a chromatic rise. That means that the notes move up one note at a time (to the immediate following key on the piano). The chromatic rise creates tension and suspense, lacking the “resolution” found in pop music that leads to a satisfying ending. This one keeps you guessing. In music, tension occurs when certain notes or chords create a sense of anticipation or unease. It’s like holding your breath just before a big moment. On the other hand, resolution is when that tension is released, often by moving to a chord that feels satisfying or complete. The Bond progression cleverly plays with that idea: it builds tension without offering a comfortable resolution, which keeps the listener on edge—much like the films.
Even when artists compose entirely new melodies and mix in new instruments, that recognizable Bond feeling remains because of this foundational progression. They often play with the arrangement and other elements to emphasize or de-emphasize the progression, allowing for various interpretations. As long as it is somehow incorporated into the song, it’s almost as if this particular sequence of notes creates a doorway into the 007 world. Some themes didn’t use this template, and frankly, they don’t sound like Bond.
3. The Bond Chord
The final ingredient in the Bond sound is a very specific chord: E minor major 9 (EmM9). While the name sounds complicated, the effect of this chord is instantly recognizable—it’s haunting, mysterious, and undeniably Bond.
What makes this chord special? It combines three contrasting elements:
- The minor foundation gives it a shadowy, somber tone, perfectly capturing the moody side of Bond’s world.
- The major seventh (a note placed higher up in the chord) creates an unexpected shimmer of tension. It introduces a feeling of unease, like something is just slightly off or unresolved.
- The ninth adds yet another layer—a subtle, ethereal quality. It’s a high note that seems to float above the rest, adding a sense of mystery and expansiveness, as if the chord is reaching into uncharted territory.
Think of it like blending the brooding side of Bond’s personality with his sophisticated, unpredictable edge. Together, these elements produce a sound that’s rich, complex, and unresolved—leaving you leaning in, wanting more. The minor tones pull you into a darker, dangerous place, while the major seventh and ninth keep you on edge. That “unresolved” feeling is key: it mirrors the tension and intrigue that define Bond’s world, where nothing is ever completely safe or certain.
In a Bond theme, this chord often appears at dramatic moments, when the stakes are high and the tension is palpable. It’s not a chord you hear often in everyday music, which makes it stand out even more. When the music pauses around it, the sound resonates—like the dramatic silence just before Bond’s next move.
What mechanisms of sound can be used in branding?
We saw how the 007 themes use specific musical elements to evoke emotions. Similarly, in branding, sound can shape emotional connections with consumers. Brands can use a set of tools to craft their own unique sound, evoking feelings like warmth, energy, or mystery, and strengthening their emotional bond (no pun intended) with their audience.
Let’s dive into the most important four: scales, keys, chords, and progressions.
Scales and Keys: The Foundation of the Mood
A scale is a set of notes arranged in a specific pattern of intervals (the distances between notes), which forms the DNA of a soundscape. This interval pattern gives each scale its unique sound and shapes the overall tone of a piece. The notes within a scale determine which chords can naturally be formed, setting the emotional foundation for the music.
For example, the major scale follows a specific interval pattern of one and two keys between notes that creates an uplifting and bright atmosphere. Major keys are commonly chosen for brands aiming to evoke positive and approachable responses.
In contrast, the minor scale uses a different interval pattern, giving it a darker, more serious tone. This quality resonates with listeners seeking a more complex emotional connection, which is effective for brands that aim to communicate elegance, depth, or a more reflective character.
The harmonic minor scale, for example, produces a mysterious and tense sound. The Phrygian scale feels intense and exotic, and it’s common in Spanish and Middle Eastern music. The Blues scale is soulful and expressive.
These simple differences in interval patterns create different moods. How is that possible? I have no idea. I think that’s like asking why rounded geometric fonts feel young and modern while sharp serif fonts feel traditional and classic. They just do?
An interesting application of this is sad versions of popular songs. For example, this version of Bohemian Rhapsody sounds darker than the original. This is done by changing the intervals between the notes—from a major pattern to a minor pattern.
A key establishes the tonal center around which a piece of music is structured. It’s defined by the tonic note that acts as the primary point of reference and provides a sense of home within the composition. This is what it means when we hear that, for example, an orchestra is performing Mozart’s Symphony n.º 40 in G minor. In that case, the piece is grounded in a minor scale with G as its tonic.
Using specific keys consistently can reinforce a coherent sonic identity. However, it’s also possible to shift things around. With modulation, shifting keys within a piece of music can introduce powerful contrasts. For example, moving from a minor to a major key can evoke triumph, relief, or victory. Alternatively, shifting from a major to a minor key can evoke a sense of unexpected gravity or suspense, introducing a more thoughtful atmosphere. The song Bohemian Rhapsody is also a good example of a song that changes the key multiple times throughout the song—that’s how you feel the dramatic emotional shifts.
Chords and Their Emotional Palette
A chord is a combination of two or more notes played together, creating harmony that adds richness and depth to a piece of music.
A basic chord comprises three notes, such as the major and minor chords. However, there is a variety of chord variations created by altering the intervals between each note or introducing additional notes. Each variation follows a specific formula, or pattern, that determines how many steps away the second and third (and sometimes fourth and fifth) notes are from the root note. A chord variation can subtly shift the feel of a piece from bright and cheerful to reflective or tense, all by adding or adjusting just a single note.
Here are different variations of the same chord and the distinct emotions they evoke, along with their formulas:
- Cheerful, stable, optimistic — Major (1, 3, 5)
- Melancholic, introspective, somber — Minor (1, ♭3, 5)
- Powerful, tense, resolving — Dominant Seventh (1, 3, 5, ♭7)
- Lush, warm, nostalgic — Major Seventh (1, 3, 5, 7)
- Suspended, anticipatory, unresolved — Sus4 (1, 4, 5)
- Tense, unstable, dramatic — Augmented (1, 3, #5)
- Dissonant, tense, ominous — Diminished (1, ♭3, ♭5)
- Ethereal, expansive, dreamy — Add9 (1, 3, 5, 9)
Specific chord qualities can amplify the brand personality. A playful brand might favor consonant, upbeat chords, while an edgy brand might use unexpected, dissonant chords.
Chord Progressions: The Musical Journey
A chord progression is a series of chords (typically 4) played in a specific order, similar to a story unfolding. Each progression takes the listener on an emotional journey, creating feelings of tension, release, and resolution.
Side note: Chord progressions are written with Roman numerals to show the position of each chord in the scale. “I” is the first chord of the scale, “II” is the second, and so on. Uppercase numbers (I, IV, V) represent major chords, and lowercase numbers (ii, iii, vi) represent minor chords.
A progression like I-V-vi-IV often conveys feelings of happiness and resolution, making it ideal for upbeat or celebratory music.
In contrast, the progression i-VI-III-VII evokes a more somber and introspective atmosphere, aligning with themes of longing or sadness.
Chord progressions are all about the movement from one chord to another, creating a sense of motion and direction in music. Each transition generates tension, resolution, or anticipation, shaping the overall flow of the sound. Moving from a stable tonic chord to a dominant chord builds excitement, while resolving back to the tonic provides a gratifying resolution. By thoughtfully selecting and arranging chord progressions, you can craft a narrative that engages listeners and guides their emotional journey throughout the piece.
Interestingly, some chord progressions are so universally appealing that they appear in countless hit songs across genres. An excellent illustration of this phenomenon is the video by the Axis of Awesome, where they perform a medley of famous songs that utilize the same progression.
These concepts are valid for Western music. Other musical traditions, such as those from the Middle East or East Asia, may follow similar principles but generally have their own unique systems.
How does Sonic Branding apply to User Interfaces?
Sonic branding isn’t limited to sonic logos, videos, or ads—it also plays a crucial role in user interface (UI) design, shaping how we experience digital interactions. UI sounds provide feedback, cues, and enhancements that guide users, appearing in everything from mobile apps, computers, gaming consoles, microwaves, washing machines, wearables, virtual assistants, car dashboards, medical devices, payment kiosks…
UI sounds in everyday devices play a critical role in conveying the right emotional cues. In a car, a serious alert like a lane departure or low brake fluid must sound urgent and alarming, not happy and positive. In contrast, simple notifications should be neutral and non-intrusive.
By aligning sound design with purpose, you can create intuitive, emotionally resonant experiences in the devices people use daily. Luckily, there is a cheat sheet for that as well. This list shows how the distance between two notes can impact the feeling they convey. Note: 1 semitone means 1 piano key away.
- 0 semitones: Neutral indication, a feeling of not moving, neither positive nor negative actions.
- 1 semitone: Communicates tension, good for errors and warnings.
- 4 semitones: A feel-good interval that communicates positivity and correct behavior.
- 6 semitones: Very dissonant interval that communicates a critical error or state.
- 11 semitones: A feeling of being strange and/or disrupted, suitable for broken sequences, warnings & errors.
- 12 semitones: Brings a feeling of stability and trust. Appropriate for activating/deactivation and confirmations.
When designed thoughtfully, these sounds become more than functional cues; they help create a recognizable sonic identity that builds familiarity and trust in the brand. Just like the upbeat tone of a correct answer in Duolingo, or the futuristic sound of an electric Audi, UI sounds reinforce brand personality in subtle and memorable ways.
Interfaces are becoming less reliant on visuals. The rise of audio-based virtual assistants like Alexa, Siri, and Google Assistant highlights this shift, where sound becomes the primary means of interaction. In this new landscape, sound plays a vital role in how brands communicate with people at every stage of the user journey:
- Awareness: The moment users first hear about your brand.
- Consideration: When users associate your brand with specific qualities or emotions.
- Conversion: As they decide to engage with or purchase from your brand.
- Support: During ongoing interactions where trust and reliability are fundamental.
- Loyalty: As users form a lasting connection and become advocates for your brand.
Unlike any other sense, sound taps into emotions on a subconscious level, creating a powerful and meaningful connection. While it feels overlooked, leading companies are already leveraging sound to elevate their presence and stand out in an increasingly competitive landscape.
At Forwwward Studio, we see branding as a holistic experience—sound included. From crafting distinctive sonic identities to designing emotionally resonant UI sounds, we specialize in creating cohesive brand strategies that engage users at every touchpoint. Whether it’s through the subtle hum of a notification or an iconic sonic logo, we help brands connect in ways that feel intuitive, impactful, and unforgettable.
