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Singapore Airlines launches new sound identity with DLMDD

Jean Cabico - April 16, 2021

Singapore – Singapore Airlines (SIA), the flag carrier airline of Singapore, has launched its new sonic identity titled ‘The Sound of Singapore Airlines’, which will be experienced throughout every passengers’ journey with the airline, done in partnership with London’s specialist sonic branding agency DLMDD.

The new sonic identity was created by award-winning composer Rohan De Livera, with audio architect Dominic Murcott, and was performed by the Budapest Symphony Orchestra.

‘The Sound of Singapore Airlines’ forms part of SIA’s new brand architecture aimed to stimulate all five senses, and comprises three 10-minute instrumental tracks. This includes ‘Landing Music’, ‘Boarding Music’, and ‘Lounge Music’. The musical trilogy has been designed to be played onboard aircraft during boarding, landing, and in airport lounges. It will be heard by travelers across every other SIA customer touchpoint such as services centers, social media channels, and music streaming platforms like Spotify.

The music was inspired by the new Singapore Airlines batik motif, which pays homage to its brand heritage. The tracks reflect the original batik motif of the cabin crews’ sarong kebaya, and Singapore’s status as a garden city.

“There has never been a more important moment in history for an airline to tell and evolve its story in the skies. This is a truly stunning sonic identity that not only pushes artistic possibilities and technological capabilities, but most importantly brings collaborators from all corners of the world together to create something bold, innovative, and unique that’s going to live with the airline for many years to come,” said Max De Lucia, the founder and client director of DLMDD.