NEO

NEO by Saudi National Bank is a lifestyle digital bank blending tradition with innovation to empower the ambitious next generation of Saudi Arabia. Designed to align with Vision 2030, NEO needed a neo-futuristic audio identity that reflects modern Saudi life.

Industry:

Financial & Technology

Services:

Audio Identity Audio Logo UX/UI Sound Design

Overview

To create an audio logo for NEO that seamlessly complements its visual identity while embodying a futuristic sound, the audio needed to avoid 80s-style synth clichés and instead evoke a sense of a “future metropolis”, whilst incorporating Saudi heritage in a fresh, authentic way.

Listen to the final NEO audio logo below:

The challenge

The visual identity, designed by Saffron Brand Consultants, served as a strong foundation for the sound. Its blue gradients and arabesque patterns inspired key sonic elements.

The ethereal and electric qualities of the blue gradients were translated into ambient swells and fluid rhythms, creating a sense of expansion. The arabesque patterns in the ‘O’ of the logo were reflected in the plucking textures of the Oud, blending spatial and entrancing acoustic qualities.

“The visual identity, with its blue gradients and intricate arabesque patterns, immediately kick-started my imagination, which served as a perfect starting point for the sound design.”

John Cleworth

Composer & Sound Designer

Sonic Minds

The solution

The audio logo was designed to reflect four key attributes aligned upon during strategic workshops with NEO and Saffron: a blend of neo-futurism, ethereal soundscapes, and energizing motivation, all rooted in authentic Saudi influences.

To achieve this, we avoided traditional approaches like simple 3–5 note melodies, focusing instead on layers of textures and dynamic movement for innovation and memorability.

Breakdown of the audio logo

New Saudi: The melody was performed on the Oud with a modern twist, capturing the essence of New Saudi by seamlessly blending tradition with innovation. The speeding up and slowing down of the Oud creates symmetry and dynamism out of a single note.

The Dynamic: The climax and impact of the audio logo capture the dynamic energy of the brand, embodying its bold and forward-moving spirit through contemporary sound design.

The Ethereal: Ambient swells and tail convey fluidity and space, while electronic synthesis reinforces the neo-futuristic concept, blending modern technology with a visionary soundscape.

The Motivation: The melody and major harmony evoke an inspiring sense of empowerment and momentum.

Innovation in sound design

Converting NEO into sound required a delicate balance between modernity and tradition. Together with Cleworth, we developed a custom synthesizer mimicking plucky string textures, blending it with digitally manipulated Oud samples to create an organic yet synthetic fusion aligned with the vision of Neo-Saudi.

The result

NEO’s new sonic identity provides the lifestyle digital bank with an authentic, visionary sound palette that resonates with young Saudis. By bridging traditional Middle Eastern instrumentation with futuristic electronic synthesis, NEO stands out in the region’s financial landscape with a distinct, inspiring voice.

The visual identity was designed by Saffron Brand Consultants. You can read their full case study on NEO here →

Words from client

“Inspired by Saudi neo-futurism, NEO’s sonic identity translates the brand’s principles into sound. From the sonic logo to adverts, each touchpoint reflects the aspirations of modern Saudi life. Developed in partnership with Sonic Minds, this soundscape captures the energy and optimism shaping the Kingdom’s future.”

Saffron Brand Consultants

Brand Identity Team

NEO Partner