“Brands are like people:
they have a personality, attitude and stories to tell”.


The Bahia Subway System was inaugurated in June 2014 and it’s had sound branding from the very beginning. It’s the world’s second subway system to receive a sound branding treatment. It began operating during the 2014 World Cup – one of the sporting events that most brings people together from around the world.

And the Bahia Subway System’s music couldn’t be any different. It’s a mixture from the world and represents one of Brazil’s most integrative and musical states – Bahia. There’s a different sound for each kind of message. The brand voice speaks in a way that’s affectionate and close and has a local accent, and uses a positive tone that encourages expansion and achievement. It’s the voice of a woman who is about 40 years old, from the state of Bahia, and who speaks with a smile on her face and in a way that’s close, human and spontaneous.

The melody is strong and at times flirts with the Bahia that is in Caymmi’s music. Three sound signals were taken from the theme, with each of them indicating a different kind of message. The sound logo – which is the brand’s institutional sound – is used for positive operational messages. The attention logo is used before messages about unforeseen events. The operational logo precedes announcements about the next station. This way users always know what kind of message they’re about to hear. The Bahia Subway System’s sound branding is already being used on platforms, in trains and in all of the brand’s communications.


  • Diagnosis
  • Personality traits: transformative, secure, humane and integrative
  • Creation: musical theme, sound logo, voice brand, sound design and oral tone
  • Applications: messages on the trains and at the stations, call waiting, website sound, events, spots and publicity films.


  • Lena Horta, piccolo
  • Altair Martins and Jesse Sadoc, trumpet
  • Aldivas Ayres and Marlon Caldeira, trombone
  • Rodrigo Nogueira, electric guitar
  • Rodrigo Tavares, keyboard
  • Alberto Continentino, bass
  • Gustavo Leite, Eduardo Didalva and Jonatas Costa, Bahian-style percussion
  • João Viana, drums
  • Luiz Brasil, brass arrangement
  • Zanna, composition and musical direction.

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