What Is a Sonic Identity?

A sonic identity is the complete, defined system of sounds a brand owns and uses consistently, typically spanning a sonic logo, brand music, functional UI sounds and voice, all built from one sonic DNA. It is to hearing what a visual identity is to sight.

Sonic Identity in Practice

Mastercard’s 2019 rollout remains the benchmark: one melody expressed as a sonic logo, a checkout acceptance sound and adaptable brand music worldwide. A sonic identity is the umbrella every other asset lives under. For the full picture, including how one is built, read WithFeeling’s dedicated sonic identity guide at withfeeling.com/finding-your-sonic-identity/.

Famous Example

Mastercard’s 2019 sonic identity rollout across adverts, checkouts and events.