Mastercard's contactless technology.

Following the launch of an updated logo, Mastercard has released a new “sonic brand” identity and a “transaction sound” for the checkout.

The rollout comes as “e-commerce dominates the retail landscape,” the company said, adding that the sonic identity is a “comprehensive sound architecture” that features a “distinctive Mastercard melody wherever consumers engage with the brand across the globe — be it physical, digital or voice environments.”

The company said by next year, about of all web searches “will be done through voice, mandating a change in the ways brands show up at the point of sale. Consumers will now hear an audio assurance from Mastercard that their purchases are made safely and securely, regardless of where they are shopping.”

Mastercard’s strategy aims to create a more friction-free experience for consumers regardless of where they shop. “This news, which follows Mastercard’s recent transition to a symbol brand, marks the company’s latest move to provide consumers with simple, seamless familiarity at the point of sale,” the company said. “With voice shopping set to hit $40 billion by 2022, audio identities not only connect brands with consumers on a new dimension — they are tools enabling consumers to shop, live and pay in an increasingly digital and mobile world.”

Listen here for a WWD audio report on brand identity.

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