Mastercard said it has launched its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand.
The company which said the new development will set a new tempo for brand expression, explained that wherever consumers engage with Mastercard across the globe, be it physical, digital or voice environments, the distinct and memorable Mastercard melody would provide simple, seamless familiarity.
The Chief Marketing and Communications Officer, Raja Rajamannar said “sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future”.
Rajamannar said “we set out an ambitious goal to produce the Mastercard melody in a way that’s distinct and authentic, yet adaptable globally and across genres. It is important that our sonic brand not only reinforces our presence, but also resonates seamlessly around the world”.
Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park., to ensure the Mastercard melody resonates with people the world over. The company revealed that the result was a distinct and memorable melody with adaptations across genres and cultures, making it locally relevant while maintaining a consistent global brand voice.
Mastercard noted that the use of varying instruments and tempos helped to deliver the Mastercard melody in several unique styles such as operatic, cinematic and playful, as well as a number of regional interpretations.
Speaking on the launch of the Sonic Brand identity, the Senior Vice President, Marketing and Communications, Middle East and Africa, Mastercard, Beatrice Cornacchia said “with the introduction of the new visual identity in 2016 and our most recent evolution to a symbol brand, we are continually evolving to meet consumers’ ever-changing needs while maintaining the simple, secure and seamless experience people have come to expect from Mastercard”.
She added that “sound is our next frontier for brand expression and a powerful way for us to create an emotional and culturally-relevant connection with consumers”.