Sound of YONEX

Creating the Yonex Sound Logo: A Story in Motion

Crafting the Yonex sound logo was a truly magical process. From the very beginning, we didn’t just think about it as creating audio for a sports brand—we dove deep into what Yonex really stands for. It’s not just equipment. It’s legacy. It’s trust built over decades. For athletes and fans around the world, Yonex is woven into their personal and professional journeys. This sound had to feel like that.

We started by identifying two raw, iconic sounds at the heart of the brand experience: the sharp bounce of a tennis ball and the powerful gust created by a racket slicing through the air. These weren’t just effects—they were the building blocks of emotion.

The next question was: How do we tell a story using these sounds? What narrative can we write that reflects the soul of Yonex?

We landed on three core emotions that had to shine through: power, speed, and smoothness. The racket brings explosive energy and lightning-fast motion, but it also flows—gracefully, fluidly. The sound needed to mirror that perfect harmony of force and finesse.

Our first take leaned too far into synthetic textures—it sounded cool but lacked heart. It felt too technical, too mechanical. And that’s not Yonex. Yonex is real. It’s human. It’s sweat, grit, history, and the sound of progress made one swing at a time.

So we went back to the drawing board. We stripped away the artificial layers and brought in real wind sounds recorded from actual Yonex rackets in motion. It changed everything. Suddenly, the sound spoke. It carried weight. It carried emotion. It wasn’t just a logo—it was a signal to fans that this brand sees them, knows them, and represents their spirit.

Yes, we followed the usual creative process—competitive research, ideation, iterations—but what really made the difference was our focus on authenticity. In a world where AI-generated content is growing rapidly, staying human matters more than ever. People can feel the difference. And that’s the power of true storytelling through sound.

In the end, we didn’t just create a sonic logo. We created a feeling—a connection that reaches long-time believers and welcomes the next generation of Yonex fans.