Yes Bank has taken a first step towards sonic branding by launching a musical logo, called MOGO, which is a versatile sound signature to greet and connect with customers across platforms and geographies. The bank said the sonic logo takes the form of a joyful, heart-stirring melody that represents the brand in an acoustic form. It has been conceived to engage with consumers more deeply by creating a multisensory experience, it said. Customers will be able to hear the melody across the bank’s digital and physical touchpoints – net banking, mobile banking, POS solutions, Interactive Voice Response, mobile ringtone and so on. The musical logo has a longer version where the melody manifests as a warm, stirring harmony with an inviting tempo that lifts to an exuberant pitch as the music intensifies. Jasneet Bachal, Chief Marketing Officer, Yes Bank, said with the new sonic identity, the bank has attempted to evolve the brand identity into a simple, memorable and modernized sound – a harmony to engage the customer on a multi-sensory level, optimized for use in digital contexts.