Ever wonder why you can instantly identify a company by certain sounds? It's more than just hearing it with the brand name over and over again. There's an art to making certain sounds stick to brands. This type of branding is sound design in it's most raw form: it is using sound to convey emotion with nothing but a name and logo.

Choosing why the iphone keyboard sounds like a typewriter may seem obvious, but what about the windows and apple startup sounds? Wired takes a look at popular sounds and explains why each of them work so well for their purpose in the video below: