The Sound of Singapore Airlines

Specialist sonic branding agency DLMDD was appointed by Singapore Airlines (SIA) to produce their
new sonic identity – The Sound of Singapore Airlines – which was unveiled in April 2021 to be
experienced throughout every passenger’s journey with the airline.

Taking the voice of 10 flowers native to Singapore’s garden city and the feeling one would
experience at 30,000 feet, DLMDD created something that’ll be a part of every traveller’s journey
with SIA. The project saw the creation of the world-first AI Batik instrument which translates colour
frequencies into sound frequencies.

Forming part of SIA’s new brand architecture, the sonic identity aims to stimulate all five of the
senses, comprising three 10-minute instrumental tracks entitled “Landing Music”, “Boarding Music”
and “Lounge Music”.  The musical trilogy has been designed to be played onboard aircraft during
boarding, landing and in airport lounges, with the pieces also being heard by travellers across every
other SIA customer touchpoint such as service centres and social media channels.  They are also
available on music streaming platforms such as Spotify. 

To create the soundtrack, DLMDD worked with award-winning composer Rohan De Livera, in
collaboration with audio architect Dominic Murcott. The music was inspired by the new Singapore
Airlines batik motif, which pays homage to its brand heritage, with the tracks reflecting the original
batik motif of the cabin crews’ sarong kebaya and Singapore’s status as a garden city.