Sound On: Mastercard Debuts Sonic Brand Identity
After the Mastercard has introduced its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand.
After the brand’s introduction of the nameless, icon-only logo, they stepped into sound-centric branding alteration. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. To kickstart its audio presence, Mastercard launched a new marketing campaign in advance of the American Grammy Awards featuring nominated artist, Camila Cabello.
Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard said sound adds a powerful new dimension to Mastercard’s brand identity and a critical component to how people recognize it today and in the future. The Mastercard melody is distinct and authentic, yet adaptable globally and across genres, he added.
Mastercard had tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park for creating the melody. The company said the melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance sounds.
Raja Rajamannar also added,
Sound adds 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 our sonic brand not only reinforces our presence, but also resonates seamlessly around the world.
Camila Cabello partnered with Mastercard to offer Priceless experiences that reflect the exclusivity, collaboration and access the partnership will provide, allowing fans to experience Cabello’s music like never before. A new commercial featuring the singer aired during the Grammys.