The most succinct aural expression of a company’s or product’s brand identity. Analogous to a graphic logo, an audio logo seeks to capture the essence of a company or product in a very short timeframe and in a memorable way. Unlike graphic logos, however, audio logos are chiefly concerned with emotion and evocation; they are typically impressionistic rather than literal, conveying not the facts of what they represent (e.g., Nike is an athletic apparel company) but rather the ideals that a company or product stands for (e.g., Nike champions athletic aspiration, performance, and achievement).