Daily Archives: July 26, 2016


Branding with sound — inspiration from “Magic Carpet Ride”

Released in September 1968, Steppenwolf’s “Magic Carpet Ride” became one of rock’s first songs to open with an extended passage of guitar distortion. The eerie prologue lasts 20 seconds and includes chugging electronic tones before dissolving into the song’s rhythmic power chords and blues-rock vocal. The such an iconic rock sound — and an unforgettable part of their brand. During a recent branding assignment, we had an opportunity to apply this concept of sound branding. When designing the campaign (which included a website, video, and interactive training CD) we kept in mind the characteristics of the logo and included a […]