US – The financial services company has introduced an audio identity that will encourage brand recognition across physical, digital and voice touchpoints.
Having recently made the transition to a wordless logo, Mastercard’s sonic identity is the next stage in its attempt to simplify and streamline the brand. The melody will be used across several brand assets: as an audio logo, for holding music and as a point-of-sale acceptance sound when a person pays with a Mastercard.
‘Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,’ says Raja Rajamannar, chief marketing and communications officer. To ensure the melody will resonate across different cultures, Mastercard has enlisted a number of global musicians to create more regional interpretations.
As the Voice Retail Market continues to grow, brands need to consider how they connect with consumers through sonic branding. By turning its attention to audio strategy, Mastercard is looking to preserve its presence in a less visual commercial landscape.