Auditory Identity

In the same way that Visma has a visual identity, we do also have an auditory identity. What is actually the sound of Visma? If Visma was a song, how would it sound like? If Visma was talking to you, how would you expect the voice to be?


The music we use in our communication should be in line with Nordic Cool, the expression we use to describe our approach to every aspect of customer engagement. It can be described as the genre Easy listening combined with professionalism and a light beat.

If you are making a video with a little bit more edge, you can of course make the music a little more edgy as well to fit the video.

Below you can find an overview that compares what kind of music that is more like Visma with music that is not so much Visma:a with music that is not so much Visma:

This is more like Visma:

  • Light music
  • Easy listening
  • Corporate tune
  • Ambient
  • Lounge music
  • Rythmic light
  • Few intruments
  • Medium pace
  • Light classical music
  • Piano
  • Classic guitar
  • Simple electronic music

This is not so much Visma:

  • Rock
  • Epic movie music
  • Metal / Heavy metal
  • Reggae
  • Drums
  • House
  • Folk
  • Hip hop
  • Jazz
  • Blues
  • R&B


Please read the page about «Voice and tone» before you continue.

Find a quiet place to record a voiceover. Try to cover the room, or at least the space around the microphone, with some acoustics plates or textiles to avoid echoes and other noise. Especially echoes can be difficult to remove in post-production. Remember to be in a good mood and «smile» while recording, as this on a subtle level will be reflected in what the receiver hears and perceives.

When using a voiceover in a video, we want the message to be the focus, and not the voice itself. We can not change a person's voice, but we can be aware of the tone we use. Speak in a natural and informative way. Avoid using «ehmmm...». Make it sound like you tell, even thought you read from a manuscript.

Sound editing

All voice recordings should be edited after recording. You should use your audio editing tool to remove or reduce all unwanted noise from the room, like the air conditioning, the sound of your clothes moving or noise from the room next door. The microphone itselves often produce noise, and that noise should also be reduced in post-production.

Between words and sentences you will often hear the talent breathing. (the talent is the person speaking). Go between the sentences and remove the breathing and other unwanted noises. Cut down or prolong unnatural pauses so the sentences and gap between them sounds natural.

You should use a ‘compressor’ filter to boost your sound to get a rich voice and a prefered amplitude. Around -6 db is normal.