Arby’s Tops U.S. Ranking for Most Recognizable Sonic Logo.

Arby’s has been named the most recognizable sonic logo in the U.S., rising to the top of the latest SoundOut Index with an 86% recognition score. The result marks a jump from the chain’s third-place finish in the previous edition of the biennial report. AutoZone placed second, five percentage points behind Arby’s.

The SoundOut Index, compiled from responses by more than 70,000 consumers, found that sonic logos incorporating a brand’s name are “nine times more effective at driving actual attribution than pure musical cues.” Just three of the top 25 sonic logos did not include the brand name, the report says.

Researchers reported a widespread “recognition-recall gap,” in which many consumers said they recognized a brand’s sonic logo but could not correctly identify the brand. On average, “actual attribution” trailed “claim attribution” by more than 20 percentage points. The report noted that while 30% of respondents said they recognized Nissan’s sonic logo, none correctly attributed it.

This year’s index also highlighted the renewed use of legacy sonic identities. Updated audio branding helped Maybelline and Pillsbury break into the top 20 and top 50, respectively.

“The SoundOut Index 2025 provides a reality check for marketers,” says David Courtier-Dutton, CEO at SoundOut. “Attribution is everything. You can win awards for sonic creativity, but if consumers can’t link your sound to your brand, it’s wasted investment. The data is unequivocal: start by including your brand name until attribution is secured, then evolve to a pure musical identity. The winners of tomorrow are those who embed their brand into memory with sound today.”

The report found that attribution scores increased across all sectors over the past two years, with technology, energy and automotive companies showing the fastest growth in adopting sonic logos.

To view the complete report, click HERE.