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Mastercard seeks to be heard with sonic brand identity debut

Hot on the heels of its logo simplication at the start of the year, Mastercard has debuted a sonic brand identity which will form the foundation of its sound architecture. The melody will be integrated into Mastercard’s assets ranging from musical scores, sound logos and ringtones to hold music and point-of-sale acceptance sounds.

To ensure its resonance with international audiences, Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park. They made use of varying instruments and tempos help to deliver the Mastercard melody in several unique styles such as operatic, cinematic and playful as well as a number of regional interpretations.

Meanwhile in the lead up to the 61st GRAMMY Awards, Mastercard will launch a new multi-channel marketing program starring American singer Camila Cabello, which will be the first creative output to feature the brand’s sound logo.

Chief marketing and communications officer Raja Rajamannar explained that sound adds a “powerful new dimension” to its brand identity and a “critical component” to how people recognise Mastercard today and in the future.

“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,” he said.

Last month, Mastercard dropped its name from its iconic brand logo of the interlocking red and yellow circles. It said that the symbol represents the brand “better than one word ever could”, and the modern design will allow it to work “seamlessly” across the digital landscape.

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