Case Study
U.S. Bank Audio Branding
U.S. Bank Audio Branding
Category
UX Sound Design, Branded Music, Voice Experience, Audio Logo
Opportunity
Audio UX® worked with U.S. Bank to refresh its audio identity and to expand the audio logo into a holistic sonic branding system.
The Story
U.S. Bank is a leader in holistic audio branding. We began our ongoing partnership with a foundational audio identity designed to span many touchpoints. Wherever customers are, there is a way to communicate with them through sound. From mobile banking to multi-channel marketing, we composed a system of audio assets to ensure the brand is always heard.
The Audio Logo
We refreshed the legacy U.S. Bank mnemonic to create an audio logo system that was flexible enough to work on and off the screen for varying content types. There is the instrumental version, which complements dialogue and voiceover. Vocal and acapella versions are used when the brand name should be reinforced or on audio-only platforms. The results improved brand attribute alignment and unaided recall.
Legacy Logo (Piano)
New Audio Logo
Mnemonic in Marketing
The modern version of the mnemonic began rolling out to accompany newer campaigns. "We'll get there together," the first campaign, started with Crochet Cody, a comical twist featuring canine mascot, Max.
UX Sounds
Earcons were developed to support conversational voice interactions, payment and deposit transactions, security functions and financial coaching notifications.
App Launch
Lock Card
Voice Listen
Voice Heard
Sonify Your Story
