Mastercard has unveiled its debut sonic brand identity, a comprehensive sound architecture signifying the latest advancement for the brand. Now wherever consumers engage with Mastercard across the globe — be it physical, digital or voice environments — the distinct and memorable Mastercard melody will provide seamless familiarity. The news comes on the heels of the company’s recent transition to a symbol brand and is part of this continued transformation.
Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard, said, “Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future.”
“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.”
To ensure the Mastercard melody would resonate with people the world over, they tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.
The result is 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 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 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 Shinoda. “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,” said Matt Lieber, Cofounder 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.”
Melody comes to life during Grammy Week
In the lead up to the 61st Grammy Awards, Mastercard will launch a new multi-channel marketing programme starring Grammy-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.
“I am so excited to be partnering with Mastercard and being able to offer new opportunities to fans,” said Cabello.
In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal, a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods and Kyle that will engage visitors’ senses and bring the brand to life in an entirely new way.
“Fred Segal Sunset is Los Angeles’ premier destination for new and innovative retail experiences, which is why we are thrilled to be the first retailer that will feature the new Mastercard sonic brand at the point of sale in our store,” said John Frierson, President, Fred Segal. “The Sensory Lab will be a uniquely fun and engaging kick-off for the many things Fred Segal and Mastercard are collaborating on this year.”
Following the US introduction, the Mastercard sound will head to The Brit Awards in London and then Mobile World Congress in Barcelona.
Mastercard is a technology company in the global payments industry. Its global payments processing network connects consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. Mastercard products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier.