IndusInd Bank has launched its new identity, which is calls Sonic Identity. This is essentially a musical logo and will help the bank in its various branding initiatives. The bank wants to build its brand image with strategic use of music and sound for better customer experience and connection. Anil Ramachandran, head, Marketing & Corporate Communication and Retail Unsecured Assets in the bank, said the sonic identity is derived from the bank’s persona and core values of innovation, courage and dynamism as well as its strong desire to place customers first. He said sound and sonic branding have been around since the dawn of radio, yet its power and importance has often been marginalized. Technology and the digital world are all pervasive today and a sonic identity can be a very powerful asset in creating brand consistency, empathy, differentiation and relevance, he added. The music piece has been created by Rajeev Raja, founder of brandmusiq, which is a sonic branding company in India. The musical logo is also referred to as the MOGO (short for musical logo. It is a short, 4-note piece of 2-3 seconds surrounding which there is a longer (90 second piece) called the MOGOSCAPE which serves as the sonic palette of the brand, defining the brand’s zone of sound.
