The field of sonic branding has grown rapidly in recent years. While the majority of the developments in this area have thus far been led by practitioners, it is important to understand the cognitive principles underlying the appropriateness and efficacy of sonic branding in order to help develop design principles and practical guidelines that will help to move the field forward, particularly where a brand’s distinctive sonic assets are concerned. This narrative historical review focuses on design considerations for one of the most common sonic assets, namely the sonic logo. Crucially, the question of how these sonic logos come to be associated with brands, and the extent to which their perceptual and affective qualities ought to match the attributes and personality of the brand, are experimentally tractable research questions. Principles drawn from the cognitive (neuro-) sciences, including the emerging field of research on crossmodal correspondences, are explored, providing actionable insights for those wanting to design successful sonic brands. The use of the semantic differential technique is also discussed as a means of systematically assessing the connotative alignment between a product, company, or brand and the distinctive sonic assets which together comprise the brand’s sonic identity as a whole.