The first trademark for a sound in the United States was issued in 1978 to NBC for their chimes. MGM has a sound trademark for their roaring lion, as does 20th Century Fox for their trumpet fanfare. Harley Davidson tried to trademark the sound of their motorcycles, but after years of litigation, they finally withdrew their application.
Right now there are fewer than two hundred active trademarks for sounds. A surprisingly small number, considering sound has the power make—or break—a brand.
Producer Katie Mingle spoke with Joel Beckerman and Tyler Gray, the authors of The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy; Jim Reekes, creator of the Apple startup sound; and Shawn Carney, sound quality engineer for Ford Motors.