Singapore Airlines (SIA) has launched its new sonic signature, the Sound of Singapore Airlines. The sonic signature comprises a variety of instrumental tracks that will be played on board the aircraft during boarding and landing, in SilverKris lounges, and at other customer touchpoints such as SIA service centres. It can be heard on SIA’s social media channels.
Composed by award winning composer Rohan De Livera, the main melody of the Sound of Singapore Airlines draws inspiration from the new SIA batik motif. De Livera and musician Dominic Murcott, along with members from the SIA cabin crew and ground staff, spent several weeks developing the colour frequencies of the flowers in the batik motif into 14 sets of melodic fragments. These were then used to compose the melodies. SIA’s iconic A Great Way to Fly jingle was also incorporated into each track.
Lee Lik Hsin, Executive Vice President Commercial, Singapore Airlines stated: “The Sound of Singapore Airlines embodies both our heritage and a seamless flying experience, supported by new digital solutions, while reinforcing the world-class service standards that the Airline is known for. This is a melody that will resonate with our customers and will be easily associated with their travels on board Singapore Airlines.”
The new SIA batik motif was launched on 26 March 2021 via a two-minute film posted on SIA’s Facebook page. The motif has already been incorporated in merchandise sold on KrisShop and is an important element in the Airline’s branding. The design draws its inspiration from the original batik motif of the iconic SIA cabin crew sarong kebaya, as well as 10 flowers native to Singapore. It pays homage to both SIA’s world-famous brand heritage and Singapore’s status as a garden city. It also serves as an inspiration for the new Sound of Singapore Airlines. While it will not replace the original batik motif of its cabin crew’s iconic sarong kebaya uniforms, SIA will incorporate the new motif in upcoming marketing and branding assets.