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SNCF

The SNCF iconic sonic identity, recognized by 90% of French people, emphasizes service and proximity. It’s adapted across 120 touchpoints, creating an enduring connection with travelers throughout France.

Patrick Ropert

Managing Director Gare & Connexions

One of the successes of this sound DNA is with no doubt the power of what we created together with Sixieme Son. Today, everybody recognizes those 4 little notes and knows automatically that we are speaking about SNCF. It says who we are and what we stand for

Capturing sonic branding’s power

Challenge

In 2005, SNCF (French national railway) needed to move from a public utility to a brand that travelers trust as a leader.  This urgent need drove their decision to capture the power of sonic branding; a decision that would result in them becoming the most iconic brand sound in France.

Sonic concept

Throughout each generation, the iconic sonic branding brings softness and translates the notions of proximity and of service.

2005 : With a driving tempo and confident voice, the brand’s first generation sonic identity reinforces its position as a leader in human mobility.

2009: With the rise of eco-conscious initiatives, the brand infused more acoustic instrumentation and authenticity into the sonic identity.

2013: Still remains mainly acoustic, but was recomposed with more modern textures and production techniques so as to, in effect, modernize the brand.

Outcome

Today, there are more than 120 sonic branding touchpoints, all which relate to the core of the sonic brand. The most iconic being the station signal that is heard before messages throughout every train station in France and can be recognized by 90% of the French population, with only the first 2 notes.

 

Client lead

  • Patrick Ropert Managing Director Gare & Connexions SNCF
  • Olivier Reinsbach Brand Director
  • Isabelle Patard SNCF Brand and Design Director

Agency

  • Michael Boumendil President & Chief Creative Director
  • Laurent Cochini Managing Director
  • Vincent Turbé, Julien Goris Art Director
  • Eric Caissy, Marion Combes, Pierre Moreau Designers