Master's Thesis | Sound Design

3D Audio Sound Branding

3D Audio Sound Branding 1

Recent developments in 3D audio technology have not only attracted a broader audience but also enable an easier integration into everyday life. This applies to both binaural playback and the 3D audio speaker systems. Furthermore, it creates the opportunity for acoustic brand communication to establish a new touchpoint and experience for customers.

This master’s thesis explores the creative possibilities, and difficulties that emerge. In the practical part, the production process of several sound logos for the IKO, a 20‒sided speaker system, is documented. Different movement patterns and sound objects were created using typical sound materials. These were tested with respondents for their comprehensibility and impact. The listening tests confirm not only a spectral dependency in the localisation but also differences in the perception of the spatial dimension. Apart from certain design criteria, factors influencing the subjective assessment could also be found. In addition, the influence of visual cues on more complex auditory objects is confirmed.