Sonic Branding


Dave Connolly
Max Rowat

Now TV
A bold sound for a bold brand

A sound with many faces

NOW TV approached Molecular Sound to create a bold new sonic identity to connect with their bold visual brand.

They came to us with the vision of creating a suite of assets that;

  • Was fully ownable;
  • Was future proof;
  • Developed alongside new visual identity;
  • Aligned to core brand principles;
  • Could flex depending on the content genre (action vs. thriller) and the environment (e.g. social vs. cinema);
  • Included a range of audio cues for cross-channel integration.

The Research

Our research started with looking at the sonic identities of other streaming services and looking into what made them effective.

The Now TV Landscape

The landscape in which Now TV covers includes commercials, social media, mobile app and on-demand.

NOW TV sonic brand identity
Screen Shot 2020 02 21 at 16 08 17 1
Screen Shot 2020 02 21 at 16 10 26 1
Screen Shot 2020 02 21 at 16 09 15 1
Screen Shot 2020 02 21 at 16 08 37 1

Our solution

Our solution was to create a sonic brand identity that consisted of the following:

  • Core track;
  • Music Logo;
  • Audio cues;
  • Track genre variations: Action,
    Christmas, Sports, Suspense, Thriller.

Core Track

Core Track Intro
Core Track Middle
Core Track End

Segments can be extended and reordered to fit with various visual templates.

Music Logo

  • Developed from core track cues (riff and cheer)
  • Allows integration across channels where track may not be used (social/promos)
  • Potential to extend use into further channels (e.g. start up animation)

Brand cues

Softer audio cues can be used to drive association and aid spontaneous awareness.


Track variations

Screenshot 2020 09 10 at 13 01 01