After the recent transition of Pentagram’s logo to a pure symbol with no words, Mastercard decides to strengthen its identity with a sound architecture that will represent the latest advancement in terms of brand identity.

In the past years we have seen an ever-increasing growth of streaming channels and podcasts, so an audio strategy is no longer “nice-to-have” but a necessity, since a sound identity is associated by customers to the ‘voice’ of a brand.

The debut in sonic branding represents the beginning of a new dimension for the company that through a unique sound to every gender and culture – developed after a research on musicians, artists and agencies from across the globe – intends to make it recognizable in any country allowing its customers to live a Mastercard experience in a dimension ever more digital and technological.