Mastercard announced the release of its sonic brand identity, a comprehensive sound architecture.
“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 in Mastercard.
According to the statement issued by Mastercard, to produce the new melody, the company tapped musicians, artists, and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.
“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 of Mastercard for marketing and communications in Middle East and Africa.
With voice shopping set to hit $40bn by 2022, audio identities not only connect brands with consumers on a new dimension, they are tools enabling consumers to shop, live, and pay in an increasingly digital and mobile world.
“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.”