Mastercard has developed a new sonic brand identity that includes aa new sound that plays whenever a customer pays using Mastercard across a variety of platforms.
The new melody will sound whenever a payment is made via a physical card, through digital platforms, or even via voice environments, such as making a purchase using a voice-enabled smart speaker.
"Sound adds a powerful new dimension to our brand identity and a critical component to how people recognize Mastercard today and in the future," says 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."
Mastercard has tapped various musicians, artists, and agencies from around the world to help bring awareness to the new sound, including musical innovator Mike Shinoda of Linkin Park.
The melody, says Mastercard, has adaptations across genres and cultures so it can be locally relevant while maintaining a consistent global brand voice. The use of varying instruments and tempos help to deliver the Mastercard melody in several unique styles such as operatic, cinematic, and playful, as well as a number of regional interpretations.
The Mastercard melody 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," says Shinoda, "is just how flexible and adaptable it is across genres and cultures. It's great to see a big brand expressing themselves through music to strengthen their connection with people."
"Audio makes people feel things, and that's what makes it such a powerful medium for brands," adds Matt Lieber, Co-founder and President, Gimlet. "With the explosion of podcasts, music streaming, and smart speakers, an audio strategy is no longer a ‘nice-to-have' for brands - it's a necessity. A sonic identity - the audio calling card for a brand - is now just as important as a brand's visual identity."
Following the U.S. introduction, the Mastercard sound will head to The BRIT Awards in London and then Mobile World Congress in Barcelona. Additional activations and sonic integrations will be announced around the world in the coming months, including the launch of Mastercard's first smart speaker skill for priceless.com.
You can hear more, and a sample of the new melody, via the audio press kit below.