Overview

• In February 2019, MasterCard presented a press release announcing that they were launching their "sonic brand identity."
• This signifies the evolution of branding over the years.
• Even though visual has been the main method of branding in recent years, the general experience is becoming multi-dimensional. 

MasterCard

• MasterCard has described the released audio as the equivalent to their brand colors.
• This brand audio was one minute and four seconds long.
• Sonic identity serves as a sonic logo. 
• Just like a logo, the sound will provide simple, seamless familiarity. 
• This was designed as a comprehensive sound architecture that enhances the brand's identity.
• The sonic brand identity is a lyric-less melody.
• This is a 12-second melody that will be adapted by MasterCard with different variations of lengths and instruments. 
• These sounds will be used as hold music, ringtones, and chimes in POS terminals.