YES Bank unveiled a sonic brand identity that customers will now hear across its physical and digital touchpoints. According to Yes Bank, the musical logo or ‘MOGO’ takes the form of a heart-stirring and joyful melody that represents the brand in an acoustic form.
BrandMusiq is the agency that has materialized the idea of sonic brand identity for Yes Bank. Through this melody, the agency tried to capture the intrinsic nature of Yes Bank’s brand values such as resilience, transparency, accountability, humility, integrity and collaboration. In its longer version, the melody manifests as a stirring, warm harmony with an inviting tempo that lifts to an exuberant pitch as the music intensifies. They believe that this melody will work as the DNA to build any future sound architecture for the bank’s sonic branding.
Jasneet Bachal, who is the Chief marketing officer of Yes Bank said that, this distinct Mogoscape will be catalytic in creating an experience that goes beyond visuals and touch amid the visual overload that consumers deal with today. He believes that, the new sonic branding that they have attempted will make the brand identity evolve into a simple, modernized and memorable sound – a harmony to engage the customer on a multisensory level, optimized for use in digital contexts. He further stated that the that sound has a deeper emotional association with consumers and will help in capturing attention, and aid brand recognition. He added that this attempt from the bank will help to creatively engage with consumers and create new memory pathways so that whenever their consumers engage with Yes Bank, physically or digitally, this signature sound will accompany them on their journey with them. They are promoting their sonic logo with the slogan ‘The new sound of Yes,
Rajeev Raja who is the founder of BrandMusiq said that they were delighted to create the sonic branding for Yes Bank and wanted to bring alive Yes Bank in a positive, upbeat manner. He added that they designed a very memorable musical logo surrounded by a modern, contemporary soundscape by projecting the values such as empathy and caring the Yes Bank offers to its customers.