Mastercard introduces sonic brand identity

By Olivia Minnock
Payment solutions giant Mastercard is undergoing a significant brand transformation – and it’s now using sound as well as images to identify itself...

Payment solutions giant Mastercard is undergoing a significant brand transformation – and it’s now using sound as well as images to identify itself.

The company has introduced a ‘sonic brand identity’ whereby consumers will hear a distinct, recognisable melody wherever and however they engage with Mastercard – for example, through physical digital or voice environments.

This comes after the company removed the words from its branding so it is now just identified by a symbol.

See also:

WeChat Pay introduced at leading Dubai mall

Japan named top country for cybersecurity

HSBC, Goldman Sachs invest in open banking startup Bud

Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard stated: “Sounds add a powerful new dimension to our 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.”

Mike Shinoda, co-founder of Linkin Park, was involved in developing the melody. He commented: “It’s great to see a big brand expressing themselves through music to strengthen their connection with people.”

In the organisation’s press release, it outlined the importance of audio identities for brands, citing the statistic that voice shopping is set to hit $40bn by 2022.

Share

Featured Articles

Why Web3 payment services will overcome legacy limitations

Mark Smargon, founder and CEO of Fuse, discusses how Web3 will transform the payments space and overcome financial legacy limitations

Interview: We asked a chatbot what it thinks about chatbots

We interviewed ChatGPT, the text-based chatbot taking the internet by storm, about the future of artificial intelligence (AI) in banking and finance

The challenges of address data in cross-border payments

A truly global solution is critical to meeting cross-border needs at scale, writes Loqate, a leading developer of global address verification solutions

Top 10 fintech disruptions to watch out for in 2023

Financial Services (FinServ)

PBF CEO, Morgan McKenney on blockchain, DeFi & tokenization

Crypto

UAE-based BNPL fintech Tabby secures $58mn in Series C round

Digital Payments