ATG – The pulse of the race
ATG, a leading name in horse and sports betting, partnered with Sonic Minds to develop an audio identity that embodies the thrill and anticipation of betting.
ATG have been around since the 70’s and their aim is to create safe and pleasurable betting experience whilst giving back to the Swedish equine sector. Their classic yellow-and-blue logo is recognized everywhere in Sweden, and thanks to their long-standing focus on quality, safety and enjoyable experiences, they have become national industry leaders.
The Challenge
As we began defining ATG’s sonic identity, we had to go back to their roots – the raw energy of the racetracks, their deep integration in the Swedish society and culture, and their passion and unwavering commitment to supporting the equine sector.
Our strategy incorporated four essential values or attributes, each representing a crucial aspect of ATG to be reflected in the sound.
#1 Ambition
When crafting their sonic expression, we wanted to highlight ATG’s ambition and drive, a momentum fueled by purpose. We aimed to capture the sense of pride that defines the brand. Ambition reflects not only their legacy but also their constant push forward.
#2 Dynamic
Being dynamic and flexible are core elements of ATG’s brand identity, continuously standing out while staying open to change and innovation. It’s a sound that evolves with its audience, sparking both excitement and joy along the way.
#3 Excitement
Speaking of excitement, ATG provides not only entertainment but also a sense of community to its customers, whether they are at the racetrack or at home following sports. To reflect these high-energy moments, we wanted to incorporate sounds from the arena, such as the fast, rolling percussion of horses’ hooves capturing the thrill of the race or the thunk of a goal.
#4 Inclusivity
At the heart of ATG’s appeal is its ability to unite people across generations. We captured the exhilarating “Woo!” that signifies the emotion of victory and the shared experience of truly memorable moments. This cheer embodies the joy of a favorite team winning, a game decided, or any unforgettable moment experienced together.
In short, the audio logo combines a fast percussive build with a big, sporty and expressive “Woo!” representing the melting point between ATGs legacy and their current position as an exciting and modern brand.
Raffi Hayrapet, composer and sound designer, had this to say in regards to the overall approach:
“I was most excited about sonifying the themes of sports and anthem which got me thinking about what sounds are associated with these things. It felt so exciting and full of possibilities when I started on the project, as to me sports and what ATG stand for are rich with sound possibilities.”
See how we recorded the “Woo!”.
Musically speaking, the audio logo combines acoustic instruments with modern production techniques to symbolise the timeless energy of ATG. It has a clear climax, with a movie-like percussive effect which reflects the excitement of the races.
Listen to it below.
After having established the core of ATG’s sonic strategy – their key attributes and audio logo – we continued the collaboration by creating bespoke music for their commercials.
ATG Atmospheric (Before the race starts)
Percussion sets the tone, as a deep drone creates tension. This is the moment before the race starts, when excitement flows through the air and the audience is gathering. This is the moment you turn on the TV to watch the race, not knowing what will happen next. The track contains several elements from the audio logo – the woo and the modern sound with a synth-bass line and a melody that reflects the excitement. The percussion in the beginning shows off the ambition, while the deep drone sets the mood right before the competition is about to start.
ATG Gallop Pop
Here we have created an optimistic and dynamic track with modern sounds such as quick percussion, catchy synth lines and discrete vocal effects in the background. You will recognise some elements from the audio logo: the human woo and the building drums, leading the audience to move forward in unison, together with ATG. The confidence and ambition of the brand is clear in the modern sound, that is powerful without trying too hard.
ATG House
This danceable track really draws the listener in, the rhythm of the drums resembles the horses on the racetracks. The optimistic and joyful sound resembles the way the audience feels when they come together. The track is dynamic, with build ups and drops, while also maintaining a steadiness resembling ATG’s long heritage.
ATG Summer
The title says it all – this track is made for the pure joy of summer. Summer is a time for enjoyment and relaxation – just like ATG provides. This is the perfect time to gather family and friends and go to the races. You will recognise the playful and modern percussion from the audio logo, weaved in together with the synth-based melodies and the electronic bass-sounds, you will recognise the tapestry of sound which constitutes the brand’s sonic identity.
With their new sound identity and portfolio of branded tracks, ATG could incorporate audio elements that truly represented the brand in their communications.
On how simplicity informed the creative approach, Raffi said; “(…) it felt like for this project, I did a lot more editing down, and simplifying my ideas more than expanding upon them.”
TV SFX
We were also thrilled to create sound effects for ATG’s live channel. By taking elements from the audio logo, we created effects that announce the change of a segment or a break. The same key attributes are hearable even in the short sounds, making the audio experience consistent across all platforms.
SFX: Transition
Through this collaboration, ATG’s sonic identity was crafted to reflect both its proud heritage and its forward-looking ambition. By anchoring the sound in four key attributes—ambition, dynamism, excitement, and inclusivity—we shaped an audio universe that resonates with the raw energy of the racetrack while remaining approachable, modern, and flexible across contexts.
Raffi concurs, adding; “I approached it with a lot more boldness and out of the box thinking than usual, given the brief was asking for something exciting, visceral and human.”
The audio logo serves as the foundation: a powerful blend of acoustic and electronic textures that captures the thrill of victory and the joy of shared experiences. From there, the bespoke tracks extend ATG’s sonic expression into diverse moods and moments, ensuring that every interaction with the brand feels authentic, memorable, and unmistakably ATG. Together, these elements form a cohesive sonic identity that not only celebrates ATG’s legacy but also positions it as a modern leader ready to inspire the next generation of fans.
Words from ATG
“Working with Sonic Minds on our audio identity was a great experience. They helped us create sounds for our TV channels and custom tracks for social media. The audio logo developed for us was tested in the market and performed really well, even against some big brands.
The process was smooth and well-organized. Sonic Minds was always on time and open to our feedback, which made everything easier. We also appreciated the insights they shared with us along the way.
Overall, it was a pleasure working with them. Sonic Minds provided us with a consistent audio identity that works well. “
Anna Lindskog, Brand Identity Manager
