Branding Public Radio Amid the Audio Renaissance

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KQED, The Bay Area’s NPR and PBS member radio and television station, partners with sound design and audio branding studio CMoore Sound to create an iconic sonic id that extends across KQED’s radio and television programming reaching millions of people on a weekly basis.

"With so much content currently being produced—and with an emerging, voice-activated smart speaker audience—audio branding is a really important way to distinguish your brand. We wanted to get involved sooner than later and we’re very pleased with the results."

KQED, The Bay Area’s NPR and PBS member radio and television station, partners with sound design and audio branding studio CMoore Sound to create an iconic sonic id that extends across KQED’s radio and television programming reaching millions of people on a weekly basis.

As KQED was in the midst of an entire rebrand, they jumped at the opportunity to supplement the rebrand with a station sonic id that would increase brand recall and drive engagement. KQED’s Vice President of Marketing, DeLinda Mrowka recalls, “As we approached the KQED rebrand, we saw this as an opportunity for us to think about our brand from a different vantage point and really commit to a sonic ID that we feel communicates our mission and supports our vision. With so much content currently being produced—and with an emerging, voice-activated smart speaker audience—audio branding is a really important way to distinguish your brand. We wanted to get involved sooner than later and we’re very pleased with the results.” In partnering with CMoore Sound, Mrowka mentioned, “CMoore Sound had a proven process and strategy that they’d had success with for many years with top-level brands so it was an easy choice. They utilized the perfect balance of creativity, science, and strategy that felt natural and really worked for us in telling KQED’s brand story.”

KQED’s sonic id is played at the bottom of the hour for radio programming and is also used alongside KQED’s new video animation for all originally produced content and for station IDs on its four television channels. The sonic id is just one portion of KQED's overall branding work that will be launched and expanded to its digital platforms in the next year. CMoore Sound Founder and Lead Sound Designer, Connor Moore mentioned, “My company does a ton of work with global technology brands, so to get the chance to partner with KQED in the public radio domain was a different challenge that we really enjoyed. It gave us the opportunity to tell a unique story that communicates the importance of the intersection where creativity, technology and journalism meet. We were extremely excited to tap into that space and be a part of it.”

Based in San Francisco, CA, CMoore Sound is a leader in the sound design, audio branding and audio ux industry. Over the last 10 years, CMoore Sound has created audio experiences for brands such as Google, Tesla, Amazon and Uber to name a few. CMoore Sound’s work can be seen and heard at http://www.cmooresound.com

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Connor Moore
CMoore Sound
since: 09/2010
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