ATG

ATG is Sweden’s leading horse and sports betting company. Since the 1970s, the iconic brand has stood for a singular mission: delivering safe, thrilling entertainment while supporting the Swedish equine sector.

Industry:

Sports & Entertainment

Services:

Audio Identity Audio Logo Brand Music TV SFX Design

Overview

As Sweden’s premier horse racing and sports betting operator, ATG wanted an audio identity that could capture the thrill of the race and translate the excitement of sports into a recognizable brand sound. To achieve a consistent auditory presence across all media touchpoints, ATG partnered with Sonic Minds to build a holistic sonic universe.

Together, we developed a brand audio logo, a suite of commercial music tracks, and custom sound effects for their live TV broadcasting channels.

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 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: Highlighting ATG’s drive and purpose-fueled momentum. Ambition reflects both their proud legacy and their constant push forward.

#2 Dynamic: Embracing flexibility to stand out while staying open to innovation. A sound that evolves alongside its audience, sparking excitement and joy.

#3 Excitement: Bringing arena energy to life, incorporating rolling horse hooves and high-stakes match moments whether fans are at the track or at home.

#4 Inclusivity: Uniting generations through victory. Capturing the exhilarating “Woo!” that signifies shared memories and the joy of winning together.

“When sonifying sports, you are tapping into raw human emotion. For ATG, we didn’t just design a sound mark – we captured the collective heartbeat of the arena, the pulse of the race, and the pure joy of a shared victory.”

Søren Elsborg

Creative Director

Sonic Minds

The solution

Audio logo

The audio logo combines a fast percussive build with a big, sporty and expressive “Woo!” representing the melting point between ATG’s legacy and their current position as an exciting and modern brand. Musically, it blends acoustic instruments with modern production techniques to symbolise timeless energy, closing on a cinematic percussive climax that mirrors the excitement of the races.

Brand music suite

After establishing ATG’s core sonic strategy, we created a suite of bespoke commercial tracks built from the audio logo’s DNA:

ATG Atmospheric (before the race starts): Driving percussion and a deep tension-building drone set the pre-race mood, blending modern synth-bass lines with the signature “Woo!”.

ATG Gallop Pop: An optimistic, dynamic track driven by quick percussion, catchy synths, and subtle vocal accents that communicate brand confidence.

ATG House: A danceable track featuring rhythmic drum patterns resembling galloping hooves, complete with build-ups and drops that capture crowd energy.

ATG Summer: Made for pure seasonal joy, weaving playful percussion and electronic synth melodies into a relaxed, modern tapestry.

TV broadcast SFX

We created sound effects for ATG’s live television channel derived directly from the audio logo. These SFX announce segment changes, transitions, and breaks, maintaining consistent brand attributes across broadcast television.

TV SFX Highlights:

SFX Transition:

The result

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.

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.

Words from client

“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

ATG