Insurance and QSR (Quick Service Restaurants, or fast food) are the top two sectors in the 2021 edition of Veritonic’s Audio Logo Index. The Insurance segment had the highest score in the U.S., while QSR tallied an equal score for the UK.
Veritonic’s annual ranking is derived from a combination of AI analysis and panel judging. The technology part processes audio logos using Veritonic’s trademarked Machine Listening and Learning tech. The subjective part pulls judgements from 3,700 panelists in the U.S. and UK spanning ages, genders, ethnicities, and races. Panelists graded the audio logos on criteria provided by Veritonic, and also submitted to a 48-hour follow-up to evaluate recall.
Two insurance companies, Farmers and State Farm, claimed the highest Veritonic Audio scores. Here are the top-ranked audio logos:
A key point in Veritonic’s executive summary of this year’s ranking is: Include the brand name. Not shy to call out losers, Veritonic notes that Honda ditched last year’s low-ranked audio logo, and squandered an opportunity to improve by leaving out the brand name in its 2021 version:
The QSR category had more placements in the top ten than the Insurance cohort, while coming in second by a thread according to overall indexing score. Little Caesars and Red Robin led the segment. The Little Caesars result (listen below) is surprising to us for its lack of music and lack of brand name.
And here is the Red Robin entry:
All o;f this year’s audio logos can be browsed and heard HERE.