When Branding Becomes Music

Expressing its connection to the city of Milan and its roots in the cultural and business fabric of the Lombard capital with an innovative approach. Bocconi University now has its own sound identity, a key element of the university experience that will follow students, faculty and stakeholders in every interaction.

Through sound, Bocconi communicates its values, century-plus-old history and vision of the future with a distinctive and memorable approach, creating an emotional and immediate bond with those who choose it, whether as a place of study or as an academic or professional partner.

“Multiculturalism, community, research, and innovation are the key elements that define Bocconi and now find a new echo through sounds and melodies that can evoke these concepts. The connection with Milan is another fundamental aspect of the project. A connection that is no longer reflected in image alone, but takes shape through a structured sound identity consistent with values,” comments Silvia Tracchi, Bocconi’s Corporate Marketing & Communication Director.

In creating the sound identity, the letters that make up “Bocconi” have been turned into notes creating a unique and unrepeatable imprint, accompanied by a piano associated with classical tradition and academic rigor. Milan’s dynamism is hinted to in the ambient sounds and synth pads, which evoke the spirit of an innovative and forward-looking city. Representing Bocconi and its community is the clap sound, a symbol of participation and sharing. “These elements not only reflect the identity of the University, but also its belonging to a city that has always been synonymous with excellence, creativity and entrepreneurship,” continues Silvia Tracchi.

Transforming the visual elements into a set of sounds and music is Milan-based sound agency KOE. "The sound logo is not the only sound signature of Bocconi," explain executive producer, Paolo Ceresoli and creative director Matteo Rigamonti, "we have also developed specific sound signatures for the call center and institutional events."

In the future, sound design will conquer new places and spaces, contaminating different points of interaction in the university. Bocconi's “sound” will find its way into many of the university's digital services, such as the e-learning platform or institutional apps, adding that extra touch to make the student and faculty experience more fluid and recognizable. There are also plans to explore the application of sound design within the university's physical spaces as well, for example in common areas, study halls or special reception areas, as well as in video materials and AI and voice assistance systems.

"We are confident that the sound will become an immediate reference for anyone interacting with the university, just as it already is for many companies. It is not just about innovation and recognition, the project developed so far with KOE will have a real impact on the integration of various physical and digital channels, as well as triggering memory and engagement. Scientific studies show that sound is one of the most effective means of stimulating memory. Anyone who hears our sound will immediately be reminded of Bocconi," Silvia Tracchi concludes.