Mastercard introduces sonic brand identity

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.

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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.