In 2016, Mastercard made headlines for releasing its first new logo in two decades. And this year, it announced it would remove its own namefrom the symbol. Now, the credit card company is pushing its brand even further into a new era by debuting a sonic brand identity.
A few days ago, the company announced the release of what amounts to its own soundtrack, a "transaction sound" that will play across mediums and platforms when users check out. Developed with what Mastercard describes as a group of "musicians, artists, and agencies from across the globe," including Linkin Park's Mike Shinoda, it's a contemporary answer to the jingles of another era.
It's also a reflection of the way branding has evolved in recent years. Today, brands need to have a distinct, recognizable identity not just in packaging, stores, or billboards, but across digital ads, apps, and podcasts–and newest of all, in a growing number of screenless interfaces, like Amazon and Google voice assistants. Brands, once purely visual tools, are weaving their way into the world around us–including what we hear.