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Mastercard is following up on its new text-free logo by leaning more into audio branding. On Friday, Mastercard debuted its “sonic brand identity,” a lyrics-less melody that gives new meaning to brand jingles.

The new work has one core, 12-second melody that Mastercard will adapt into different versions of varying lengths and instruments. The brand plans to use the sound, developed with Mike Shinoda of band Linkin Park, for things such as hold music, ringtones and point-of-sale acceptance chimes in stores.

“Sound adds a powerful new dimension to our brand identity,” Raja Rajamannar, Mastercard’s chief marketing and communications officer, in a statement.

Continue reading at AdAge.com