Standard Chartered - Sound Identity
This is Standard Chartered's first ever sound identity. The new sonic brand connects potential to possibilities in the world's most dynamic markets.
After launching the bank's biggest refresh in 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'.
Challenge
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.
Approach
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 sonic logo
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.
“ 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. ”
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. ”
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