Setting a new tempo for brand expression, Mastercard has unveiled its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. 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. The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation.
“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, 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.”
Global resonance, local relevance
To ensure the Mastercard melody resonates with people the world over, Mastercard tapped musicians, artistes and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.
The result, a distinct and memorable melody with adaptations across genres and cultures, making it locally relevant while maintaining a consistent global brand voice. In addition, the use of varying instruments and tempos helps to deliver the Mastercard melody in several unique styles such as operatic, cinematic and playful as well as a number of regional interpretations.
“With the introduction of the new visual identity in 2016 and our most recent evolution to a symbol brand, we are continually evolving to meet consumers’ ever-changing needs while maintaining the simple, secure and seamless experience people have come to expect from Mastercard. Sound is our next frontier for brand expression and a powerful way for us to create an emotional and culturally-relevant connection with consumers,” said Beatrice Cornacchia, senior vice president, marketing and communications, Middle East and Africa, Mastercard.
The Mastercard 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.
“What I love most about the Mastercard melody, is just how flexible and adaptable it is across genres and cultures,” said Mike Shinoda. “It’s great to see a big brand expressing themselves through music to strengthen their connection with people.”