Key takeaways
- A sonic logo is 1 to 3 seconds, usually instrumental, designed to stamp a brand on a transition.
- A jingle is 15 to 60 seconds with a sung hook and brand phrase, designed to carry a full message.
- Most modern brands need both — and a well-written jingle can contain a usable sonic logo inside its 5-second stinger.
- If you only commission one, commission a jingle and extract the sonic logo from the stinger.
The two-line definition
Sonic logo: A 1 to 3 second instrumental mark that identifies the brand on transitions and reveals. Think of the Netflix "ta-dum" or the Intel chime — pure sonic identity, no lyric.
Jingle: A 15 to 60 second composition with a sung hook and brand phrase that delivers a message and earns recall through repetition. Think of the McDonald's "I'm lovin' it" or any local HVAC company you can still hum.
The same / different table
| Dimension | Sonic logo | Jingle |
|---|---|---|
| Length | 1 to 3 seconds | 15 to 60 seconds |
| Vocal | Usually instrumental | Usually sung |
| Message | Just the brand | Brand + hook + sometimes a CTA |
| Where it lives | End of ads, app open, podcast bumper, video transitions | Reels, paid social, podcast intros, hold music, radio |
| What it does | Stamps the brand | Carries the brand and a message |
| Typical cost (standalone) | $3,000 to $50,000+ | $1,000 to $5,000+ |
When a sonic logo is enough
If your brand has heavy production polish, a strong visual identity, and lots of content that needs an audio stamp at the open or close, a sonic logo can do most of the work. Tech, fintech, premium B2B, and global brands often start here.
When a jingle is the right call
If your buyer needs to remember a phone number, a category, a service area, or a specific call to action, a jingle does more work than a logo. Local services, SMB consumer brands, podcasts, and social-first DTC brands are usually jingle-first.
The trick: a jingle that contains its own sonic logo
The 5-second stinger inside a well-written jingle is essentially a sonic logo. If you commission a jingle with that in mind, the studio can extract a clean 3-second mark from the stinger and deliver both assets. You end up with the jingle for paid social and podcasts, and the sonic logo for app opens, video transitions, and brand stings.
Hartman Brothers builds every jingle this way by default. The 5-second stinger is delivered as a usable, standalone sonic logo. See the deliverables list on the pricing page.
$2,500 flat. 60s master, 30s, 15s, and a 5s stinger that doubles as a sonic logo.
Start your jingle - $2,500FAQ
What is the difference between a sonic logo and a jingle?
A sonic logo is a short audio mark of 1 to 3 seconds, usually instrumental. A jingle is 15 to 60 seconds with a sung hook and brand phrase.
Can a jingle contain a sonic logo?
Yes. The best modern jingles are written so the 5-second stinger functions as a standalone sonic logo.
Which should I commission first?
Commission a jingle and ask the studio to extract a sonic logo from the 5-second stinger. You end up with both assets.