Direct Line invests in audio identity with new anthem

Direct Line has refreshed and revived its corporate audio signature and sonic asset, ahead of a new national campaign.

The general insurer invested in the new sonic logo and brand anthem (listen here) as part of a broader marketing strategy to emphasise the company’s personality.

The company’s former “bugle” sonic logo was previously widely recognised by the British public but it has not been used in its advertising for more than a decade.

In behind-the-scenes footage of the orchestra recording the new anthem and sonic asset, Lucy Mildwater, senior brand marketer at Direct Line (pictured), said the relaunch of the new Direct Line corporate audio identity marks a new era for the company’s marketing strategy

She said: “At Direct Line, we are so recognisable with our logo but we haven’t had a sonic asset for around ten years. It has not been our arsenal for ages. We understand the importance of the sonic to have cut through and for brand awareness.”

In a separate media statement, Mildwater added that the new assets embody the brand’s personality and values “with a new bold and memorable audio identity.” 

Research carried out by SoundOut on behalf of Direct Line found that 43% of British consumers are familiar with the old Direct Line sonic logo, particularly the over 30’s. 

The sound identity will premiere in Direct Line’s latest advertising campaign. The sound identity is in the process of being rolled out across all Direct Line sonic touchpoints from TV, radio and customer call centres. 

Sascha Darroch-Davies, co-founder of DLMDD, one of the organisations that worked on the launch, said: “With every sonic touchpoint, from advertising to customer interactions, we’ve reinforced Direct Line’s unique identity. This collaboration exemplifies the power of sound in shaping brand perception.”