After launching the bank's biggest refresh for 18 years, Standard Chartered have worked with DLMDD to develop a new sound identity for the brand. A multi-year branding journey has seen recordings at Abbey Road Studios, the creation of a masterbrand sonic logo, suite of soundtracks, brand voiceovers and UX sounds. The identity has launched in the brand campaign entitled 'From Here, Possibilities Are Everywhere'.
To complement a refreshed visual identity system, the Standard Chartered sound identity needs to reinforce how the bank is accelerating capabilities to lead in a digital world, and that it is a bank for affluent individuals and multi-market companies and institutions.
With a clearly defined visual system and brand character, a new approach to sound through a sonic logo, soundtracks, brand voiceover and UX sounds reinforces the Standard Chartered brand personality across the network.
The sound logo is designed as a sonificaton of the brand's Trustmark. It is comprised of five notes building towards a pitch and rhythmic peak. Its sound is based on the major pentatonic scale, a global musical scale that appears in almost every human culture, from Javanese Gamelan to European folk and American blues and rock. The sonic texture of the logo is coloured by percussion consisting of handclaps, tom-toms and kick drum.