Challenge

TikTok asked MassiveMusic for a sonic logo that could be a true embodiment of their brand and culture, and become their most distinctive brand asset, being heard by millions of people around the world, every day, and driving attribution to the brand both on and off-platform.

Approach

TikTok is all about community and its users, and for this reason we needed to capture the playful, joyful and entertaining nature of the platform. We also took inspiration from the onomatopoeia of the brand name - ‘Tik’ ‘Tok’ - and explored user generated content sounds to incorporate into the sonic identity.

Solution

We landed upon the concept of The Sound of Creative Democracy, creating a sonic logo that can be embraced and remixed by the TikTok community. The Sonic Logo begins with an 808 sub-bass hit followed by an E major7 chord that is purposefully unresolved, priming us for what’s next, along with a brand DNA track and adaptations. TikTok’s new sonic identity has outperformed all other brands in a recent index by Kantar, achieving almost 50% demographic attribution among Gen Z in the first 3 months post-launch.

More information, results and awards can be found here: https://massivemusic.com/en/work/the-sound-of-tiktok/