Standard Chartered targets universal brand recall with new sonic identity

Standard Chartered Bank has collaborated with sonic branding agency DLMDD to create a distinctive sonic identity that aims to drive brand recall and recognition.

The sonic identity features a sonic logo, suite of brand soundtracks, voiceovers and UX sounds to reinforce the Standard Chartered brand personality across its 52 international markets.

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“Standard Chartered's unique sound identity acts as a universal language to communicate across our diverse global footprints,” said the brand.

Consumers will be able to hear the new sonic identity across Standard Chartered communications including its master brand advertising campaign titled ‘From Here, Possibilities Are Everywhere’.

The bank’s main sonic logo features a lively drum beat and vocal harmony that is accompanied by an animated logo that plays out in two seconds.

"The most direct way to achieve this with sound is through melody. Thus, the melody is a fundamental element of the Standard Chartered sonic logo, and was born from the brand soundtrack," said a spokesperson from Standard Chartered when MARKETING-INTERACTIVE reached out. 

To celebrate the launch of its new sonic identity, Standard Chartered released a new brand film that showcases the importance and prevalence of sound that permeates through our daily life. 

The film features the brand's green and blue corporate identity that wafts through various scenes and moments to highlight that the brand aims to connect its consumers across various markets like the sound that unites us and adds to our experience of the world.

“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 at 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,” Birnik explained.

The agency also worked with composers Lank & Tank and Thomas Farnon to produce the sound creations. Both Lank & Tank and Thomas Farnon have created music for artists that include Hans Zimmer, JP Cooper and Noah Cyrus to name a few.

“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,” added Max De Lucia, co-founder, DLMDD.

More and more brands have been leveraging the power of sound to connect with consumers. One such brand is skin cleansing brand LUX which launched an innovative global sonic identity as it looks to give a voice to its mission to champion and celebrate the beauty of women. 

Created by global sonic branding agency Sixième Son, the new branding, which was created by women, for women, takes viewers through the history of LUX as a brand. 

Ride-hailing and delivery platform Grab also recently delved into the world of sound with a sonic logo that will play when a Grab merchant-partner receives a new order to differentiate the brand from other notification sounds made on the devices of merchants.

The sonic logo came after Grab found that there were delivery delays after GrabFood merchants did not hear or realise that a new order had come in. The custom notification sound now aims to be distinctive and to cut through the din of a noisy market or food court.

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