Yes Bank has unveiled a sonic brand identity that customers will hear across digital and physical touchpoints.
According to Yes Bank, the sonic logo takes the form of a joyful, heart-stirring melody that represents the brand in an acoustic form.
BrandMusiq has conceptualised the sonic brand identity. Through the melody, the agency tried to capture the essence of Yes Bank's brand values (transparency, accountability, resilience, humility, integrity and collaboration). The melody will work as the DNA to build any future sound architecture for the bank’s audio branding.
Jasneet Bachal, chief marketing officer, Yes Bank, said, “Amid the visual overload that consumers today deal with, this distinct Mogoscape will be catalytic in creating an experience that goes beyond visuals and touch. With the new sonic identity, we have attempted to evolve the brand identity into a simple, memorable and modernised sound – a harmony to engage the customer on a multi-sensory level, optimised for use in digital contexts. In its abbreviated version, the Mogo is a sprightly melodic sound, compelling in contexts where shorter interaction is appropriate. Sound has a deeper emotional association with consumers, helps capture attention, and aid brand recognition. It is an attempt to creatively engage with consumers and create new memory pathways so that whenever our consumers engage with Yes Bank, digitally or physically, this signature sound will accompany them on their journey with us.”
Rajeev Raja, founder, BrandMusiq, said, “Delighted to create the sonic branding for Yes Bank. We wanted to bring alive Yes Bank in a positive, upbeat manner. Balancing that with the empathy and caring that the bank offers its customers. We designed a very memorable Mogo surrounded by a modern, contemporary soundscape.”