Mastercard dropped its name from the logo once the interlocking circles alone proved recognisable, then built one sonic brand architecture adapted across 210 markets.

CaseBrand & Creativity

Mastercard dropped its name from the logo once the interlocking circles alone proved recognisable, then built one sonic brand architecture adapted across 210 markets.

Mastercard removed its own name from its logo after finding the interlocking circles alone were recognisable and highly flexible across devices, then built a 'sonic brand architecture' that keeps its audio cues consistent while allowing local variation across 210 markets, including an acceptance sound at point of sale.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 34; Mastercard multi-sensory strategy

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