La Trobe University

La Trobe University commissioned Smith & Western to create a distinctive sonic identity that would bring its brand to life through sound. Drawing inspiration from the university’s values, personality and strong Australian heritage, we developed a memorable sonic logo featuring the unmistakable call of the wedge-tailed eagle, an iconic element of La Trobe’s visual identity. The result is a unique and recognisable sonic signature designed to strengthen brand recognition, create emotional connection and provide consistency across La Trobe’s communications.

Our brief was to create a distinctive, memorable sonic logo that would capture La Trobe University's character and strengthen its brand recognition across multiple touchpoints. Central to the creative challenge was the wedge-tailed eagle, a powerful symbol featured in La Trobe's visual identity. We saw an opportunity to translate this iconic Australian bird into sound, incorporating its distinctive call into a contemporary musical signature that would feel authentic to La Trobe, emotionally engaging and instantly recognisable.

Our strategy was to create a sonic identity that was uniquely La Trobe, rather than simply another university sound. By drawing on the wedge-tailed eagle, already embedded in the university's visual identity, we could establish a powerful connection between what audiences see and what they hear. We explored ways to integrate the eagle's distinctive call into a contemporary musical composition, balancing its natural character with melody, emotion and musicality. The result would be a recognisable sonic signature that reinforces La Trobe's identity and builds brand recognition through consistent use across its communications.

The creative solution brings together the distinctive call of the Australian wedge-tailed eagle with a carefully crafted musical signature, creating a sonic logo that is both memorable and unmistakably La Trobe.

Designed to be versatile and instantly recognisable, the identity can be used consistently across the university's many brand touchpoints, from digital content and social media to events, advertising and beyond. Its debut in La Trobe's new national television brand campaign demonstrates how the sonic logo brings the visual identity to life through sound, creating a powerful and cohesive brand experience.