Finnair: Sonic Branding

The redesign of Finnair’s sonic identity began with the need to create a clear, recognizable, and emotionally resonant sound world — one that reflects the Finnair brand across every customer touchpoint, from the airport to digital channels and onboard experiences. The goal was to develop a timeless and distinctive sonic identity that conveys Finnair’s values and stands apart from the competition.

Sound as Emotion – and Experience

The starting point of the project was the understanding that sound is not merely a background element. It is emotion. It is experience. In the context of air travel, sound is part of the service environment — it calms, guides, activates, and reassures. For Finnair, the sonic identity had to convey a sense of calm, safety, and Nordic subtlety — qualities central to the brand’s DNA.

A Composition That Mirrors the Journey

At the heart of the composition was the idea of the passenger journey: departure, takeoff, cruising, and arrival. These phases formed the structural backbone of the piece. The music doesn’t just convey a mood — it unfolds like a flight, shifting in tone to match the emotional progression of a journey. This approach makes the soundscape both emotionally relatable and narratively logical.

The composition is built around a four-chord progression. The main instrument is piano, layered with elements created using strings and synthesizers. Together, they form a soft and spacious sound that is both contemporary and timeless. The mood is calm — almost meditative — deliberately minimal, yet rich in detail.

A Sonic Identity That Doesn't Shout – It Resonates

One of the key goals was to create a sonic identity that doesn’t demand attention — it earns it. The sound had to become an integral part of Finnair’s service experience, not feel like an add-on. Its primary role was to support and enhance the passenger journey — to be present, not dominant.

This philosophy is reflected in both the harmonic language and the dynamics of the composition. The soundscape avoids dramatics and grandeur in favor of trust, rhythm, and continuity. It aligns with Finnair’s ambition to be the northernmost airline in the world — while remaining warm, approachable, and unmistakably Nordic.

The Sonic Logo – Three Chords, One Identity

The redesign also included Finnair’s new sonic logo, designed to function as a concise and immediately recognizable audio signature. It consists of three distinct chords derived from the main composition. This ensures coherence and recognizability as part of a larger sonic system.

The sonic logo was created to synchronize with the animated visual logo, making it usable across a variety of digital touchpoints, applications, and audiovisual content. Its simplicity is its strength: a short motif that is memorable — but never intrusive.

Modularity and Scalability

Finnair’s new sonic branding system is not a single piece of music — it’s an entire modular and scalable system. It allows for different-length versions, mood variations, and context-sensitive edits — all while preserving a consistent sonic identity.

The Result – Cohesive, Recognizable, and Timeless

Finnair’s new sonic identity is more than just music. It is a sound-based extension of the brand — carrying mood, purpose, and character. It enhances the customer journey subtly but meaningfully. The end result is elegant, emotionally resonant, and unmistakably Finnair.