MASTERCLASSING

Babbel unveils 'The Perfect Fifth' sound identity

David Murphy

Babbel, the world’s top-grossing language learning app, has unveiled its own unique sound identity, to inspire conversations and brand recognition for language learners across the globe.

Created by sonic branding agency DLMDD, the sound identity has been created to align with the brand’s ethos, which celebrates the explorative process of language learning. Named ‘The Perfect Fifth’, the sonic identity, which launched in tandem with Babbel’s latest campaign ‘Accent Yourself’ by Forsman & Bodenfors, will be heard by audiences across every touchpoint throughout the user journey.

‘The Perfect Fifth’, created by composer Dom James, draws upon a globally-recognised musical construct which evokes human feelings of simplicity and success. It has been designed to act as a sonic counterpoint to the perceived challenges often encountered when conversing in a new language.

"The digital industry is surprisingly behind on understanding the power of sound identity to build strong brands,” said Babbel’s director, consumer insights & brand marketing, Sylvain Lierre. “At Babbel, we believe that it's an essential element to our brand strength: we're in language learning but what we sell is the ability for people to have a conversation in a new language. So equipping Babbel with its own 'voice' via a unique sound identity made a lot of sense, from marketing all the way to product. We're stoked that we had DLMDD as a partner to make it happen: their process was not only thorough; it was a ton of fun too."