The genesis of our sound logo

Simone Lanza is a multifaceted artist in the contemporary music scene.

With over twenty years of experience as a DJ, his project "Waxlife" and other artistic incarnations have led him to perform in sixteen countries and in the most prestigious Italian clubs.

Trained in electronic music at the conservatory, Lanza is a multi-instrumentalist and producer that Rolling Stone has defined as "among the most interesting on the Italian scene". His career has seen him establish himself as an internationally renowned sound designer, collaborating with the most important luxury brands in the fashion, automotive and design sectors.

From his experience was born "GLOS - Global Language of Sounds", a creative studio that is dedicated to giving voice to the identity of brands and projects through sound, ranging from TV series, audio-logos, advertising, podcasts and fashion shows.

The goal of XILIA's re-branding was to infuse an innovative, lively and technological image to the logo, offering customers a new experience.

I worked from a video-graphic base, synchronizing the sound to the images.

Considering the brevity of the graphics and the desire to communicate an "easy" and accessible atmosphere, I composed a simple musical theme, favoring melody and timbre.

The graphics have two distinct moments, an opening and a closing, which can be used both together and separately, for example at the beginning and end of a video. For this reason, the melody is ascending in the first part and descending in the second.

The simplicity of the theme makes it memorable, and the notes were chosen to evoke a sense of familiarity and positivity. The timbre, a hybrid between acoustic and electronic, is born from the fusion of two synthesizers, one digital and one analog. This choice reflects the dual nature of Xilia: craftsmanship and solidity on the one hand, innovation and modernity on the other.

I am thrilled to have contributed to this project and I thank the Xilia team for involving me.