Leonardo
The multiplicity expressed in a single symphony.
Leonardo is one of the top ten companies in the world in the aerospace, defense, and security sectors. It is a technological partner to governments, defense administrations, institutions, and businesses. The company brings together an extraordinary wealth of expertise, capabilities, and technologies, which Enrico Giaretta, Sonic Brand Director of Inarea, has synthesized and represented in the sonic brand theme for the 70th anniversary celebrations (1948-2018).
Sonic brand identity. The power of sound in brand identity.
Leonardo is an ecosystem of multidisciplinary infrastructures and resources, structured into 15 technological areas of intervention. Summarizing this complexity meant understanding, on one hand, the sound attributes associated with the different activities, and on the other, the aspirational values of the company in this significant anniversary that represents both its history and its future evolution.
The sound logo is built from three notes in the F scale, which develop into six notes in the full execution of the sonic brand theme, creating a poetic and musical composition that can be repeated and expanded endlessly. In the brand theme, composed and conducted by Enrico Giaretta, sound elements from specific activities appear, such as the glitch simulating data transmission from a satellite, the sound of a supersonic jet, or even the breath of a pilot during aircraft acceleration, all intertwining with the melody.
Sonic identity across different touchpoints.
From the entirety of the composition, musical patterns of varying durations were extracted to cover the Group’s various digital touchpoints. This is a set of sounds created to highlight the key moments of an event, accompany entertainment or waiting times, and complete the brand’s sonic experience during institutional presentations.
For the 70th anniversary celebration of Leonardo, a red vinyl record was created in which the sonic brand theme was adapted into a symphonic score, performed live by the Italian Cinema Orchestra, conducted by Maestro Marco Grasso. The sound theme thus demonstrated its multidimensional and human-centric vocation, reflecting the core values of the brand identity.