The brand theme begins with the sound of footsteps, forming a rhythmic heartbeat that symbolises progress and partnership. Around it, real human voices, acoustic instruments and gentle dog and lead sound effects build a world of connection and care, while a pulsating bass propels the listener forward, resulting in a musical expression of trust and determination.

Musical variants such as emotional and playful bring versatility across Guide Dog's storytelling.

Sonicbrand also created voice guidelines and carefully sourced, recorded and directed Anna Baatz, whose warm and genuine voice became the sound of Guide Dogs, carrying empathy, optimism and reassurance in every word.

The result is a sonic identity that unites emotion and purpose. The Sound of Guide Dogs was created with the community, for the community, inspired by the powerful bond between people and their dogs.