The sound logo should have a similar sound and rhythm to the word "Amen" when it is sung/chanted in a Christian mass (but the word should not be distinguishable). No vowels should be heard but instead the logo should be instrumental. It should resonate with base, i.e. be relatively deep but clearly have two distinctive phases, one for "A" and the second one for "men". Both phases should rise in tone towards their end. The sound of a classic organ could perhaps be used as the sound of the "instrument". The tone of our visual identity is luxurious, devout and elegant with black and white pictures and church purple as our main brand color.