About the Client
Swapfiets is a fast-growing brand dedicated to making cycling accessible, easy, and sustainable. Known for their instantly recognisable blue-front-tyre bikes roaming urban landscapes across Europe, Swapfiets’ mission is to simplify and encourage cycling for everyone.
The Project
Swapfiets approached THNDR to craft a new sound logo—a concise yet distinctive audio signature that would match their energetic, pragmatic, and supportive brand across all media touchpoints. This was not just about music: it was about making Swapfiets recognisable at a single listen.
Our Approach
A memorable sonic identity starts with authenticity. We began by recording more than a hundred unique sounds from actual Swapfiets bikes. Everything from the crisp spin of the wheels to the iconic bell became part of our extensive custom sample pack—laying the groundwork for the entire sound logo.
"We started by diving deep into the world of Swapfiets, recording over a hundred sounds from their own bikes. Everything from the smooth spinning of the wheels to the signature ring of their bell."
With the logo animation lasting just three seconds, clarity was crucial. We embraced minimalism, ensuring every element served a purpose and reflected Swapfiets’ pragmatic values. Rhythmic elements from the bike sample pack formed the backbone, keeping the sound tightly connected to the product.
To bring out the brand’s fun and human sides, we introduced drums and experimented with lively, funky bass and guitar lines. Each layer added energy and helped capture Swapfiets’ lively urban presence. For an approachable, contemporary feel, vocals were used not for lyrics but as an instrument—processed with tape delays and distortion techniques. This added warmth and individuality, supporting the brand’s supportive character.
"We aimed to avoid lyrics to prevent cheesiness, so we intended to use the voice more as an instrument. This was also crucial in bringing warmth and a friendly, welcoming feel to the entire composition."
The end result is a short, dynamic blend of rhythmic bike sounds, energetic drums, groovy guitars, and unmistakable vocal timbres. All elements work together to make Swapfiets’ new sound instantly recognisable and unmistakably theirs.
Why?
A sound logo is more than a mnemonic; it is a strategic brand asset. When woven from the brand’s own physical identity—here, the literal sounds of its bikes—it becomes a sonic shortcut to recognition, emotion, and recall. Good sonic design supports core values without noise or distraction. When every sound is intentional, listeners feel clarity, energy, and connection in a matter of seconds. That’s why true sonic branding is never an afterthought: it’s central to modern brand storytelling.
