Mastercard introduces sonic brand identity
Mastercard has launched a sonic brand identity to provide a seamless familiarity in an effort to connect with consumers on a new dimension
As technology becomes increasingly embedded in consumers’ lives, brands need to find ways of creating emotional connections with consumers that don’t rely on visual cues. This is one reason more and more global brands are looking to create sonic, or audio, brand identities. Last month HSBC, one of the largest banking and financial services institutions in the world, launched its first audio identity as part of the next phase of its global brand refresh. And now Mastercard has debuted a new sonic brand identity as part of its continued brand identity transformation. Mastercard’s sonic identity comes just weeks after the company announced it was dropping its name from its logo. Its sonic brand identity will be used whenever consumers engage with the brand irrespective of whether that interaction is in a physical, digital or voice environment.
According to Raja Rajamannar, chief marketing and communications officer at Mastercard, sound adds a powerful new dimension to its brand i...
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