About the Client
Swapfiets is a pioneering urban mobility brand, dedicated to making cycling simple, accessible, and sustainable across Europe. Well-known for their subscription-based bike service and distinctive blue front tire, Swapfiets continues to redefine practical, city-first mobility.
The Project
Swapfiets tasked THNDR with crafting a new sound logo—a concise yet impactful sonic identity that would echo their fun, progressive, and supportive brand character across every touchpoint. The goal was to create a signature sound that instantly identifies Swapfiets in any context, from digital campaigns to city events.
Our Approach
Every project begins by immersing ourselves in the client’s world. For Swapfiets, that meant starting close to the source: the bikes themselves. We recorded over a hundred unique sounds from actual Swapfiets bikes, capturing everything from the smooth spin of wheels to the well-known ring of their bell. These recordings became a custom sample pack, grounding the sound logo in Swapfiets’ own DNA.
"Every element in the Swapfiets sound logo is rooted in real, tactile bike sounds—making the identity unmistakably theirs."
Given the three-second animation, we chose a minimalist structure, celebrating pragmatism and clarity without crowding the composition. Rhythm was key; we layered percussive elements drawn from the bike samples and supported them with energetic drums to give the logo momentum and pulse.
To complement the rhythm, bass and funky guitar lines were introduced for melodic depth and liveliness—adding a feel that is both uplifting and approachable. Human warmth was essential, so a vocal melody was woven in. These vocals were processed with tape delays and subtle distortion, transforming the voice into an inviting, uniquely textured instrument—avoiding lyrics, yet expressing warmth and personality.
"Processing the vocals into an instrument gave the logo a layer of supportiveness and friendliness—without losing its modern edge."
Why?
A brand’s sound is its handshake in an increasingly audio-driven world. Recognizability is achieved not by chance, but through intention: using real product sounds, minimalist design, and human touch. In seconds, a sound logo can project brand values—fun, approachability, and progressiveness—across all media. For Swapfiets, their new sonic identity moves with their audience, just like their bikes do—memorable, distinct, and authentically theirs.
