Mercedes-Benz has tried the conventional billboards, print and television ads, as well as podcasts in promoting its luxury brand of quality vehicles. As if that is not yet sufficient, the German automobile company has recently came out with a sound logo for probably its radio broadcasts, which is slated to debut on the first day of November.

The official sound logo of Mercedes-Benz, which will be in an acoustic format, will be concentrating on the three-pointed stars emblem of the luxury brand. According to the company, the official sound logo was taken from an English choir that is composed mainly of young boys. Experts hired by Mercedes-Benz had to get hold and to isolate a solo vocal from the choir’s song, which dates way back in the 1990s. From there, this part became the basis of the upcoming sound logo. With the help of Jung von Matt, who is the automaker’s lead agency, the final version was finally crafted and is set to be heard in a few days.

“Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable,” said Dr. Olaf Göttgens, who is Mercedes-Benz Cars’ Vice President Brand Communications. “This acoustic trademark is a perfect fit for Mercedes-Benz—it is emotional, elegant, and unmistakably associated with our brand.”

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