Mastercard launches its audio brand identity

Newsroom 12/02/2019 | 17:00

Mastercard has launched its audio identity, a complex sound architecture that represents the most recent brand evolution. No matter the place where consumers interact with Mastercard – in the physical, digital or vocal environments – the Mastercard song, distinct and easily recognizable, will offer them a familiar feeling. The launch of the audio brand identity comes in the context in which the company made recently the transition towards the Mastecard Symbol and represents, at the same time, a stage in the evolution of its brand identity.

By Romanita Oprea

The audio brand identity is composed of: the Mastercard song and the acceptance tone used at the selling points.

“The sound creates a new and powerful dimension of our brand identity, representing a crucial component of the manner in which the people recognize Mastercard in the present and in the future. We set an ambitious objective: to produce the Mastercard song in a distinct and authentic manner, but easily adapted at a global level and at different musical genres. It’s important that our audio brand not only consolidate our presence, but also have a perfect resonance in the whole world,” said Diana Tanase, Area Marketing Manager, Mastercard Romania.

In order to make sure that people, no matter the country they are from, resonate with the Mastercard song, the digital payments company collaborated with musicians, artists and agencies worldwide, among which is the musical innovator Mike Sinoda, co-founder and member of Linkin Park.

The result is a distinct and easily to be memorized song that can be easily adapted to different musical genres and cultures. Therefore, the song has, at the same time, local relevance, but it also maintains the consistence of the global brand voice. At the same time, the usage of different instruments and tempos transform the song in one that works for different unique styles – classic, cinematic and dynamic – and for a series of regional interpretations.

“What I like the most about the Mastercard song is the flexibility and the adaptability to different musical genres and cultures. It’s wonderful to see that an important brand expresses through music in order to strengthen the relationship with the people,” said Mike Shinoda.

In the context in which the vocal commerce will reach an USD 40 million value until 2022, the audio identities not only connect the brands and the consumers to a new dimension, but also represents tools that allow the consumers to buy, live and pay in a world that is more and more oriented towards digital and mobile.

Mastercard also launched a marketing program available on many channels featuring artist Camila Cabello, nominated at the GRAMMY Awards, which represents the first creative production that contains the company’s audio logo. The launch of the Mastercard’s audio brand identity will continue with other events globally, among which BRIT Awards, in London, of February 20th, and Mobile World Congress, in Barcelona, that will take place February 25-28.


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