Cartoon of a brown vintage radio labeled “NBC” playing a sound described in a speech bubble as “a sequence of chime-like musical notes” — representing the NBC Chimes sound trademark non-traditional trademark.

Trademark: NBC Chimes

First Used: September 9, 1961

First Registered: July 13, 1971

Current Owner: NBC UNIVERSAL MEDIA, LLC [1]

Trademark Type: non-traditional trademark; sound mark

Primarily Associated With: broadcasting of television programs [2]

Brief (and likely incomplete) History [3]:

The NBC Chimes sound mark is not just one of the most famous sounds in broadcasting history, but also a significant piece of trademark history – it is the oldest, still active sound mark registration in the United States! Although the sound has varied over time, the NBC Chimes sound mark first used in 1961, and registered as a trademark in 1971, is still in use in connection with broadcasting television programs today.

In the early days of radio broadcasting, most stations used sounds like chimes and gongs for branding. While also used to create a signature sound, the NBC Chimes sound was first created to solve a practical problem: radio listeners and affiliate stations were both getting confused as to exactly when a program ended and when it was safe to cut to a local announcement.

The solution was introduced in the 1920s as the NBC Chimes sound was born. The NBC Chimes sound originally consisted of a sequence of seven notes; the first four notes, G–C–G–E, were played sequentially and then followed by all four chime plates struck together. After a few years, some of the notes were dropped and the familiar three-note sequence (G-E-C) of the NBC Chimes sound of today was created.

The tones were chosen for their simplicity, distinctiveness, and ease of recognition over the airwaves, ensuring they could be easily heard and remembered by listeners and affiliate stations. As a bonus, the NBC Chimes sound also helped mask the ugly pops and clicks typically heard while switching stations.

Over time, the chimes became synonymous with NBC, establishing a unique brand identity in the rapidly growing radio industry. Today, the NBC Chimes sound is one of the most iconic audio signatures in media history. Although the chimes’ practical purpose as a program signal has diminished, their legacy endures, with the sequence still associated with NBC’s branding and evoking nostalgia for the golden age of radio and television broadcasting.

The sound file is available online at https://www.uspto.gov/sites/default/files/72349496.mp3.

Interested in learning about other TV-related trademark registrations? Check out our posts on the Law & Order Dun-Dun sound mark and the Hanna-Barbera Star motion mark.