Mastercard reintroduces itself as a symbol brand and adds an audio dimension to its identity

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Mastercard has debuted its sonic brand identity and a comprehensive sound architecture that signifies the latest advancement for the brand, setting a new tempo for brand expression.

Sunday 10, February 2019 BY KUDAKWASHE MUZORIWA

Mastercard is removing its name from the red and yellow interlocking circles as part of its continued brand transformation.

Raja Rajamannar, Mastercard’s Chief Marketing and Communications Officer, said, “Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future.”

In a statement, Mastercard stated that wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity.

Mastercard is evolving to meet consumers’ needs at the same time maintaining the simple, secure and seamless experience with the evolution of a symbol brand.

 “To ensure the Mastercard melody would resonate with people the world over, Mastercard tapped musicians, artists and agencies from across the globe, added Rajamannar.

TAGS : Mastercard

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