DSB

Overview

In 1984, the renowned Danish composer, Niels-Viggo Bentzon, created DSB’s iconic audio motif to be used as a call sound in the IC3 trains. The audio mark has become synonymous with the company and the Danes’ train rides, but many railways have changed since then, and time had come for DSB to use sound and music more strategically in all customer touchpoints.

Together with DSB’s team of marketers, we have created a complete audio identity centered around the iconic audio mark to generate a greater coherence between music and audio logo in their soundscape and across channels.

Over the years, this initial sonic foundation has grown into a years-long partnership with DSB, expanding the audio identity across multiple channels, nationwide commercial campaigns, seasonal films, and digital touchpoints including custom UI sounds for the DSB app.

Transform Awards 2025

Our work with DSB has been awarded the Gold Medal at the Transform Awards 2025 in London, winning in the category of Best Sonic Brand Evolution. The evolution of DSB’s audio identity is recognised as a powerful example of how sound can capture the essence of a brand, support its journey into the future, and make it more functional, human, and recognisable.

The challenge

When DSB approached us to do an updated version of their iconic audio logo, we knew it was going to be a unique challenge. Not only did we have to create an updated audio logo, we also had to expand their audio identity with three brand new music tracks that could express the DSB personality in a variety of ways.

Listen to DSB’s classic heritage audio logo:

These three brand tracks needed to highlight three different ways that DSB communicated via their personality, namely driven by emotion, driven by enlightenment, or driven by facts.

We also needed to adapt the audio logo to make it fit a variety of different situations. First off, we needed to make a version that would fit as a notification sound in the trains for whenever there was an announcement. To make the audio identity as flexible as possible, we also needed to develop three distinct versions of the audio logo for the three different brand tracks, so that they could smoothly transition with the same instrumentation and feeling.

The solution

We started out by establishing the core personality and values that DSB wanted to express in their sound, through a series of workshops. Through a variety of discussions and exercises, we ended up with strong auditory definitions for each keyword:

• A medium to high tempo, as well as a strong rhythmical element, gave the feeling of “Forward-Facing” and “Pulse”.
• Using instrumentation that includes a Rhodes piano as well as using open chords gave the feeling of “Empathy”.
• A simple and recognizable melody gave a “Human”, “Empathetic”, and “Positive” feel.
• Drums and percussion with a double-time or triplet feel reinforced the “Pulse”.

Updated audio logo

For the audio logo, we retained much of the structure of the old version so people could instantly recognize it. The melody contains the same “DSB” notes (D, E-flat, B-flat) which correlate to the spoken name of DSB.

We updated the instrumentation using Rhodes and bells as the main clean instruments, removing harmonic clutter so the call sound cuts cleanly over train speakers, with subtle percussion evoking the continuous motion of train tracks.

Listen to the new DSB audio logo:

Brand track 1: Driven by emotion

Highlights the empathetic, heartwarming, poetic, and sensitive side of DSB using rich string arrangements, dreamy reverb, and subtle syncopated rhythms that create dynamic flow.

Brand track 2: Driven by enlightenment

Designed to convey a human, positive mood underpinned by empathy and eye-level dialogue. Uses expressional acoustic piano and Rhodes textures alongside a pulsating heartbeat rhythm and subtle train track references.

Brand track 3: Driven by facts

The most energetic track, representing a forward-facing, pulsating, modern, and robust brand aspect. Built on a stable, robust drum beat with funky electric guitar patterns that propel momentum and intensity.

The result

The journey to create DSB’s new audio identity has successfully revitalized DSB’s auditory presence, ensuring a harmonious and coherent soundscape that mirrors the company’s core values and personality across train announcements, marketing, and digital media.

Since Niels-Viggo Bentzon’s creation of the iconic audio motif in 1984, sound and music have evolved significantly. The evolution of DSB’s audio identity stands as a testament to the power of sound in conveying the essence of a brand and its journey into the future, recognized globally by winning Gold at the Transform Awards 2025.

Long-years collaboration

Our collaboration with DSB has since developed into a years-long ongoing partnership. Together, we continuously scale and adapt their audio identity across diverse campaigns, commercial films, digital platforms, and product touchpoints—including tailored UI sound design for the DSB app, seasonal campaigns, sustainability stories, and special brand initiatives.

Below, you can explore other cases and campaign collaborations with DSB in the slider.

Words from client

Niels-Otto Fisker

Head Of Corporate Communications

DSB