The audio logo: A case study of Radio Scotland's on‐air identity

This study attempts to fill the gap in organisational identity literature. It describes the use of sound in communicating brand identity and explains the roles of the principal ‘players’ in the production of one organisation's audio identity. As a case study, this research focuses on Radio Scotland's need for an identifiable sound, and also details the process involved in the design and implementation of its identity. Information about the case was generated via unstructured, open‐ended interviews with key informants within Radio Scotland and external parties who participated in the project. A chronology is used to present the findings of the case with analysis of the data led by four key research issues concerning: —sound's ability to communicate identity, —the balance between science and intuition in designing audio identity, —responsibility for sound identity production, and —requisite qualifications or knowledge for shaping audio identity. Conclusions show the use of sound to be instrumental in communicating Radio Scotland's identity, with the author suggesting that more research should be undertaken into the role of audio designs given the growth explosion in audio visual communications technology.