Family business Van Leeuwen is a global player in the distribution of steel pipes. In honour of their 100th anniversary, Total Design expanded the distinctive corporate identity with a special jubilee logo. We provided a fitting sound, which evolved into a complete audio identity. For the long term and the jubilee.

What was the reason for Van Leeuwen, as a B2B company, to develop a musical identity?

In 2024, we will celebrate our 100th anniversary. We wanted to highlight this with a jubilee logo, developed by Total Design. Then the idea came up to add animation and sound to it. We had never heard of sonic branding before, but having our own sound logo, for example for our social media posts and corporate films, seemed a great addition. As a leading player in our field, this strengthens our brand on a broader level than just in words and images.

How do you look back on the creative process and collaboration?

The collaboration with TAMBR was excellent. It was great to have such an involved and enthusiastic team on site. The composer even made recordings in our warehouse. When he started banging on a large pipe, our employees were quite surprised! It was also a unique way for us to delve into the DNA of our company. Who are we, what is our character, how do we want to present ourselves and what music goes with that?

How is Van Leeuwen’s identity expressed through sound? How do we hear it?

Van Leeuwen is a leading, prominent player in the market. The two lions not only represent the family business but also symbolise courage and leadership. In music, this is translated into a symphonic sound world mixed with raw electronics, lots of major and minor variations, and rhythmic patterns reminiscent of marching music.

What are your plans with the music library?

We are making this widely available within the entire Van Leeuwen Buizen Groep. The audio library consists of musical building blocks composed especially for Van Leeuwen, suitable for a wide range of media. From corporate films on YouTube to product presentations on LinkedIn and vlogs. This way, everyone can consistently apply our unique sound, resulting in optimal brand recognition.