The MTA Solutions sonic brand has been developed to express our brand through music and sound.
Sonic branding is more than just a jingle. It applies sound in a strategic and tactical way, resulting in a stronger coherence between our products, audio landscape, and across channels.
The sonic brand consists of our audio logo, brand music tracks and sound effects.
Our audio logo is at the core of our sonic brand. We conducted an extensive audio identity process, where we established a melody and sound design that reflects our company’s values and overall brand profile.
Our brand tracks are a musical expression that in their own way reflects and expresses our brand and values. They are composed with the unique MTA Solutions melody elegantly integrated within. This ensures coherency between our brand music and sonic logo.
With our renewed focus on brand coherence, our audio guidelines ensure maximum consistency and ease of use for commercials, social media content, and other media.
Audio Guidelines
The MTA Solutions master audio logo has depth and complexity, combining the core values of the MTA Solutions brand, and staying true to our mission and vision:
A sonic representation of the MTA Solutions brand as a leading technology provider and forward-thinking cooperative, who will continue to pioneer economic development.
It is our unique audio logo and should never be rearranged or played differently.
- It represents our six key audio attributes Co-op, Explorative, High-Tech, Essential, Rugged Resilience, and Exciting.
- It encompasses the full spectrum of frequencies, making it pleasant and well-balanced, by having tight and punchy bass elements, crisp mids and cutting-edge high tones.
- The melody is easy to sing and remember.
- It contains many layers of audio DNA elements to be applied in different brand touch-points.
The audio logo should almost always be played at the end of all audio-visual communication.
MTA Solutions Audio Logo
The audio logo for the main brand.
The MTA Solutions audio logo has been inspired by the company’s innovative and progressive metamorphosis into a high tech modern day service provider.
The logo’s build explores the use of natural and ambient real-world icy, wind-like swells layered with spatialized industrial distortion and interference. This is to reflect the contrast between nature and technology, outdoor exploration and indoor safety. The harmony here presents as unresolved. Then there is a “return to home” with a resolution of this harmony by introducing a warmer blend of synthesis, piano, guitar and low drum hit.
The three notes of the melody are designed to symbolize the three letters of the MTA brand, that present in an upward motion to reflect and support MTAs industry-leading position.
The instrumentation of these notes is also completely unique, having been created using the real life resonances of organic objects designed to represent the independence and core strength and of the MTA brand.
Some real-world ambient sounds of a glacial ice flow have also been used beneath the resolved chord to represent the flow of data technology. The sound itself has been subjected to a spectral equalization technique to give this natural sound their own harmony or chord, as if the ice shards are playing music themselves.
The MTA Solutions Audio Logo Components:
Musically speaking, the logo combines:
- A three-note, ‘MTA’ melody that is easy to sing and remember, while also being rhythmically powerful.
- A mixture of electronic and acoustic instruments that creates a harmonious blend of sounds, that integrates the ‘high-tech’ with the ‘co-op’ aspects of MTA Solutions.
- Uses the key E Major, which is both motivating and positive, and reflects the ‘essential’ aspect of the brand.
- A weighted and full-spectrum sound design, signaling the ‘rugged resilience’ of the brand.
- Escalates to a climax with a cinematic percussive impact as well as a low-end, which adds to the ‘excitement’, and represents the ‘essential’ aspect.
- The ambient introduction reflects the sense of ‘rugged resilience’, and the impact and final low-end chord reflects ‘coming home’ – the ‘essential’ aspect of our brand. This metamorphosis and tension and release that happens throughout the audio logo reflects ‘exploration’.
The elements combined create a harmonious blend of the key attributes and are adopted into our brand music.
MTA Gaming Audio Logo Skin
The audio logo variant for the MTA Gaming brand.
The MTA Gaming audio logo skin is an extension of the main MTA Solutions audio logo, highlighting the more technological aspects of the brand by putting focus on the key attributes exciting and high-tech.
Similar to the main MTA Solutions audio logo, the MTA Gaming audio logo skin incorporates MTA’s six key brand attributes. However, in order to differentiate it from the main audio logo and increase its appeal to MTA’s developing gaming audience, the MTA Gaming audio logo skin leans more heavily into two of the six key attributes: High-Tech and Exciting.
The logo explores the use of electronic instrumentation that references youthful genres of music, which resonate with MTA’s gaming audience. This is particularly evident through the incorporation of a high tempo (145 BPM), rapid rhythms, pounding drums, and pulsating synths.
The three-note MTA melody is distinctly audible upon impact, resonating outward and providing the listener with a sense of returning ‘home’ through the familiar MTA audio identity.
The MTA Gaming Audio Logo Skin Components:
Musically speaking, the logo combines:
- A surging synth swell that leads into an electronic progression, reflecting the ‘exploration’ aspect of the brand.
- Fast-paced rhythms and highly energetic drums demonstrate the ‘high-tech’ and ‘exciting’ aspect of the brand.
- Electronic instrumentation that references gaming-related genres of music, such as dubstep.
- A drum fill that seamlessly leads into the M-T-A melody.
- Similar to the MTA Solutions audio logo, the skin utilizes the key of E Major, which is both motivating and positive, reflecting the ‘essential’ aspect of the brand.
- This skin directly relates to the MTA Gaming brand track and features a strong, pronounced ending that imbues a feeling of positivity and being ‘at-home’ – representing the ‘essential’ and ‘co-op’ aspects of the brand.
These elements are also thoroughly integrated into our MTA Gaming brand track called ‘Gaming’.
Brand music tracks are compositions that interpret our unique audio logo. They reflect and express our brand and values, elegantly weaving in the brand melody and expanding it to full-fledged tracks. More brand music pieces can be produced in the future to match other aspects of our brand or products.
One commonality for each track is the use of the audio DNA: It’s subtle, almost like a little easter egg, which feels cool, modern and sophisticated, making each track something that could be played anywhere, regardless of context, as a strong piece of music.
Although both brands tracks have been composed with a specific platform or purpose in mind, all music that is available here can be used freely based on needs on all media and platforms. There are no rules regarding what music can be used where.
Brand Track 1: “Across The Divide”
Across The Divide – 100 BPM
“Across The Divide” is a brand track made for MTA Solutions. The track is made from the MTA Solutions audio logo DNA, including melodic and harmonic content in an epic setting. It has different sections, all allowing themselves to be used in different settings and when different kinds of emotions/moods are needed.
This brand track aims to highlight the many aspects of MTA Solutions, with it’s combination of acoustic and electronic instrumentation, cinematic percussion, low-end impact, and of course, the anthemic MTA melody.
The music can be used for different media which has a need for either high intensity and epic vibes, or low-key introspective vibes.
The track has a tempo of 100 BPM in the key of E Major.
Listen to or download “Across The Divide” in all lengths (15s, 30s, 60s, and full) in .wav format.
Brand Track 2: “Gaming”
Gaming – 145 BPM
“Gaming” is a brand track made for MTA Solutions, highlighting the more technological aspects of the brand. The track is made from the MTA Solutions audio logo DNA, but with a more synthetic and electronic approach in terms of instrumentation, reflecting MTA Gaming.
While the audio logo is acoustic, the brand track aims to highlight the more modern aspects of MTA Solutions, with it’s powerful electronic drums and pulsing synths, while also playful incorporating the three note MTA melody from the logo.
The music can be used for e-sports related media which has a need for more upbeat and playful vibes.
The track has a tempo of 145 BPM in the key of E Major.
Listen to or download “Gaming” in all lengths (15s, 30s, 60s, and full) in .wav format.
Cutdowns
Common for all the tracks, is that they contain our audio logo as a core element. Each track is expressed in various musical expressions found in fixed lengths, called cutdowns, with varying lengths of 15, 30 and 60 seconds, as well as the full track.
This ensures an easy way to implement music in films, that are one of the common fixed lengths, as well as making the music easy to utilize at events, where the music may be played in an unspecified amount of time.
Editions
If the need for adapting the music further arises, each brand track cutdown can also be found in the editions called High and Low intensity. These elements give even more flexibility for the tracks, and can fit better with certain videos.
The Music Edition assets have the following naming convention: “MTA_[BrandTrack]_[BPM]_[Length]_[Edition]“.
Please read the following explanations behind the file names.
BrandTrack: This is the name of the track.
BPM: This is the tempo of the track. BPM stands for beats per minute and is the way for a DAW (Digital Audio Workstation) to identify the brand track’s tempo, which aligns the track to the project grid.
Edition: Edition is the amount of energy or complexity in the part, which can go from High to Low.
If your video has a specific climax, you can use a cutdown with edition High. Likewise, if you have a more relaxed section in your video, you can use a Low edition.
Bumper sounds are a short piece of music or sound that serves as a transition between different segments or pieces of content, or used to signal the beginning or end of a specific segment.
Our three bumper sounds can be used at the beginning, middle and end of specific online/commercial content, as well as intros, transitions and outros for internal presentations and events.
To ensure usability across all platforms, we’ve included the branded MTA melody into each bumper sound.
The Bumper assets have the following naming convention: “MTA_Bumper_[Length]“.
3 second bumper: transitioning sound effect and MTA melody
5 second bumper: shorter and simplified version of the audio logo
6 second bumper: short burst of high intensity music, derived from the brand track ‘Across The Divide’
Bumper – 6s