New Yorker

Sonic Identity (2022)

Since The New Yorker began producing its own video content, I’ve had the privilege of shaping and evolving its sonic identity – a process that started in 2018 with the first animated adaptation of their iconic logo. The original ident was 2D and minimalistic, both visually and sonically, with a sound design that mirrored its clean, understated aesthetic. As the logo animation evolved in 2022, so did the audio: later versions introduced more texture, depth, and structural complexity through layered instrumentation, ensuring the sound grew alongside the visuals while retaining its core identity.

Each refresh has maintained the established melodic theme, timbre, and structure that make the ident unmistakably The New Yorker, but with adaptations tailored to new visual languages.

Most recently, this included designing a shorter, yet more immersive 5.1 surround sound version of the ident for their partnership with Netflix on The Screening Room.

Today, the mnemonic remains a clear thread across The New Yorker’s video content, a sonic signature that keeps evolving but is instantly recognizable.

Studiokamp 

Audio Concept, Sonic Branding, Sound Design

Original Ident (2018):