Mastercard continues brand transformation with new sonic identity - with help from Mike Shinoda
Just over one month ago, Mastercard revealed a streamlined visual logo and a move away from relying on using the brand’s name in its marketing. And its brand transformation continues with the release of a new audio identity. The move comes in the wake of significant competitor audio brands from the likes of Visa and HSBC.
Mastercard’s new sound is designed to be distinctive, memorable and flexible, with particular focus on creating locally relevant music while maintaining global consistency - or being “glocal”, as it’s known these days. The audio brand is comprised of a sonic logo and several pieces of brand music in different styles and regional interpretations. The company says it will also extend its audio brand to other assets like ringtones, on-hold and POS sound.
To create the sound, Mastercard worked with international musicians, artists and agencies, including Mike Shinoda of Linkin Park. “What I love most about the Mastercard melody, is just how flexible and adaptable it is across genres and cultures,” says Shinoda. “It’s great to see a big brand expressing themselves through music to strengthen their connection with people.”
“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,” said Raja Rajamannar, chief marketing and communications officer at Mastercard. “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.”
Rajamannar also recognised the growing need for major brands to exist in sonically. “The digital age is transforming the way we live, shop and pay […] An audio strategy is no longer nice to have, it is just as important as a brand’s visual identity”, he said.
The brand is promoting the sonic identity at major events. Their new multi-channel marketing program stars artist Camila Cabello and will be the first creative output to feature the brand’s sound logo. Mastercard is also holding a multi-sensory lab, introducing the sound at The BRIT Awards (London) and Mobile World Congress in (Barcelona), and launching their first smart speaker skill.