Mastercard has introduced its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. Raja Rajamannar, chief marketing and communications officer at Mastercard, said sound adds a powerful new dimension to Mastercard’s brand identity and a critical component to how people recognize it today and in the future. The Mastercard melody is distinct and authentic, yet adaptable globally and across genres, he added. Mastercard had tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park for creating the melody. The company said the 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.
