Follow us on Twitter @MastercardNews, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau. /* */ region : "Global", [1] Given the global recognition of the red and yellow interlocking circles, the full-color Mastercard Brand Mark, without the word “mastercard” (referred to as the Mastercard Symbol), is featured on cards, merchant websites, and decal stickers. metaWord : "", } In a fitting audio Press Release, Mastercard reveals their new signature sound and explains in more detail why they chose to create a sonic brand, and plans to expand upon this in the future. Mastercard (NYSE: MA),, is a technology company in the global payments industry. The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation.“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognize Mastercard today and in the future,” said Raja Rajamannar, chief marketing and communications officer, Mastercard. Follow @Mastercard for more information.Following the U.S. introduction, the Mastercard sound will head to The BRIT Awards in London and then Mobile World Congress in Barcelona. Mastercard is breaking into the audio branding space, recently debuting their “sonic brand identity” last Friday. /* */ pageName : "Sound On: Mastercard Debuts Sonic Brand", Setting a new tempo for brand expression, Mastercard debuts its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. Mastercard Branding Requirements As of 1 November 2018, Mastercard announced the next step in its brand evolution. #adcopy-puzzle-image img {width: 100%; height: 100%}. "Audio makes people feel things, and that's what makes it such a powerful medium for brands, said Matt Lieber, Cofounder and President, Gimlet. window._wpemojiSettings = {"baseUrl":"https:\/\/\/images\/core\/emoji\/72x72\/","ext":".png","source":{"concatemoji":"https:\/\/\/wp-includes\/js\/wp-emoji-release.min.js?ver=4.2.9"}}; language : "en", } In addition, the use of varying instruments and tempos help to deliver the Mastercard melody in several unique styles such as operatic, cinematic and playful as well as a number of regional interpretations.The Mastercard 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.“What I love most about the Mastercard melody, is just how flexible and adaptable it is across genres and cultures,” said Mike Shinoda. Just one month after Mastercard refreshed its logo (and announced a shift away from using the brand name), the company has more brand identity news. (d.textBaseline="top",d.font="600 32px Arial","flag"===a? document.dispatchEvent(eOT); } !function(a,b,c){function d(a){var c=b.createElement("canvas"),d=c.getContext&&c.getContext("2d");return d&&d.fillText? Mastercard, the payments company, believes that effective sonic branding can help enhance brand attributes such as differentiation, image, identity and emotional connectivity with consumers. , is a technology company in the global payments industry. Mastercard debuts its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. background: none !important; width: 1em !important; The Mastercard sonic melody is integrated at more than 7.6 million payment points globally, according to Rajamannar, who is convinced sound is … box-shadow: none !important; It is important that our sonic brand not only reinforces our presence, but also resonates seamlessly around the world.”Global Resonance, Local RelevanceTo ensure the Mastercard melody would resonate with people the world over, Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.The result, a distinct and memorable melody with adaptations  across genres and cultures, making it locally relevant while maintaining a consistent global brand voice.