Hexagon Sonic Identity

Hexagon measures the world to the micron, and its technology sits inside cars, aircraft, farms, factories and construction sites. The brand personality has a name, the Optimistic Realist, and the sound had to hold both halves of it: warmth next to precision, confidence next to approachability. Until this point Hexagon had no sound of its own. Films were scored from music libraries, which meant nothing the brand made actually sounded like the brand. The wider sector does not help much either. Measurement and design technology companies mostly reach for the same pacey electronic library beds, and a real sonic logo is rare, so there was an open space to own.

We took the brand story, from microns to Mars, and let the music travel the same distance. At the centre of it is a brand hero track, built on a five note motif that echoes Hexagon's brand line, "measure what matters". That motif is the sonic logo. It is written into the track rather than bolted onto it, which is why the two always recognise each other. From there we produced six brand tracks in different moods, cutdowns and loops, and the Hexagon Sonic Guide, so the brand's own teams and agencies can brief and use the sound without us in the room.