Despite being the UK’s top commercial podcast publisher, The Guardian faced an attribution issue: listeners didn’t always realise they were tuning into Guardian content.
To address this, they sought a distinct sonic identity and sonic logo that would make their podcasts instantly recognisable.  Reflect core values.  Differentiate themselves from the competition.

Our goal was to unify all The Guardian Podcasts titles with a cohesive audio brand sound, enhancing recognition and increasing attribution.
A family of five, interchangeable ‘Guardian voices’ would announce the titles of each of the podcasts.  Their voice would become part of the sonic logo.  The voices would authentically represent modern Britain, aligning with the Guardian’s inclusive ethos. 

• Create a sonic logo and related audio assets, to unite all the different podcast titles.
• Reflect core values “diverse voices in action.”
• Design flexible assets for various podcast genres.
• Cast the voice artists to announce each of podcast titles and sponsorship messages.

A complete flexible, future proof audio package: various DNA related sonic logos, commercial break stings and ongoing voice-overs, making The Guardian Podcasts identifiable and aligning with their values.

The new sonic identity has improved brand cohesion, recognition and listener connection.

“The Guardian Podcast idents have been brilliant… shifting the dial on attribution as intended.”  Robbie George, Senior Marketing Manager, Guardian News & Media