What Does Your Brand Sound Like?

I turned our logo into an instrument.

You can play it manually, plinky-plonky style, or hit play in dark mode for an ambient soundtrack to leave running in a tab while you work.

Pretty neat!

There’s no grand plan here. I built it for FUN, and to explore, and because “what would your brand sound like?” has lodged itself in my head from earlier in my career. Although now it’s no longer a helpful provocation but a thing you can actually just build.

I’m no brand expert, but I am curious what new brand applications start to emerge in this era, and how many brand teams will make their own custom tools to create and extend their visual language. (And if you’re on one of them, I’d love to learn what you’re building in the comments!)

I’ve spoken with a few teams exploring exactly this recently. Some investing in ‘agentic brand systems’ while others are just hiring very AI-pilled designers to grow this capability organically. It’s still early, but if you squint, you can start to see the future this is building toward.

The most interesting version of this isn’t a fancier logo though. It’s giving everyone in a company tools that invite play, collaboration and experimentation, whilst still producing the actual logos, decks and graphics everyone needs to get their work done. That’s a long way from the ‘brand team as traffic cop’, telling everyone off for picking the wrong hex code or font to use in a slide deck.

And I’m here for it. I’m excited to see more teams take this opportunity to make more room for play.

P.S. Take this logo instrument for a whirl yourself at: nearfuture.works/logo