This chapter provides an emotions and how these can practically be measured in a context dealing with sound. It introduces alternative approaches for measuring the semantic components and associations elicited by sounds. The research on sound, music, and emotions has adapted and used the most common theories of emotion reviewed. A sound logo is the auditory equivalent of the visual representation of a brand/company, and is typically a sound of limited duration with musical characteristics. Using the self-assessment manikin they did a dimensional plotting of 60 acoustic stimuli ranging from erotic sounds to bird tweets. The level of measured differences between the sound samples using this method did not allow for significant separation of all the samples that were tested. The pay-off/sound comparing study is an example where the selected sentences/text strings define the space in which the sounds are measured.