Standard Chartered uses sound to unify brand identity

Global bank Standard Chartered has released a new sonic identity to unify its brand perception around the world.

The sonic identity is intended to drive brand recall and recognition, through which the bank hopes to reinforce its brand personality across 52 international markets.

“Sound is powerful because it brings out memories and drives recall, and that’s what we wanted to create for Standard Chartered- for people to remember who we are,” said Anna-Karin Birnik, managing director, global head of brand, Standard Chartered.

“We know that sound is really impactful in terms of driving perceptions, and we know that perceptions are the foundation of driving value for the brand. Our new sound identity will unify the brand and be that consistent asset across all our global experiences.”

So far, the identity has featured in the latest masterbrand advertising campaign, ‘From here, possibilities are everywhere’ and is being rolled out across Standard Chartered communications. It was created by Sonic Branding agency DLMDD, and is comprised of a sonic logo, UX sounds and voiceovers.

Max De Lucia, co-founder, DLMDD, said: “It is an auditory signature that resonates with the bank’s vision, delivering an unforgettable sonic experience that transcends international markets and speaks to the heart of standard Chartered's identity.”

The new sonic identity can be heard here.