Mastercard: Master Soundscape
Mastercard kicked off the year by removing its name from its intersecting circles logo, now the payment business has unveiled its own sonic brand identity. The melody was launched ahead of the Grammys, of which Mastercard is a sponsor.
Joining the growing number of brands and publishers experimenting with sound, Mastercard has composed a unique melody that will play when customers interact with the brand in-store (point of sale or payment acceptance sounds) or online.
The tune will also beam out when customers use Mastercard on voice assistants like Amazon Alexa.
Mastercard tapped musicians, artists and agencies from across the globe to record different versions of it, including Mike Shinoda from Linkin Park. As well as local versions, the sound will also be adapted for different situations, with varying instruments and tempos delivering it in operatic, cinematic and playful styles.