“Because It’s about More than Money”: How MassiveMusic Crafted the New Sonic Branding for Sparkasse

Stemming from its roots in the first savings banks of Germany, Sparkasse has been at the forefront of the country's public finances for over 60 years. The brand’s legendary sonic logo has been around for 20 years and is recognised by 94% of the German population. But as times change, even the best of the past need to evolve. MassiveMusic took the challenge of crafting a complete sonic identity for Sparkasse, keeping the brand’s outstanding recognition while modernising it, and making it accessible across all of the bank’s touchpoints. Combining that with Sparkasse’s key values encapsulated into the identity led us to create the new ‘Sound of Support’.

But, what are these values? Support, success, and simplicity. The goal of the project was not just a refurbishment but merging all of the elements to embody Sparkasse’s brand new experienceable sound world. 

In Germany, Sparkasse has a reputation of a financial partner from the core of society backed by years of impeccable service. MassiveMusic Berlin, backed up by our Songtradr’s data and research teams, looked for musical motifs and mechanisms that embody the trident of values.

Rounded kicks, organic snares, and the minimal percussion are textured to channel a soothing lo-fi groove. The warm, mildly gritty bass tones are synced into this simple rhythm, giving it more movement, and building its character. The bass also serves as a rigid harmonic basis for the rest of the composition to translate support.

The harmony is situated in a major key, avoiding any tension and additional complexity, giving the composition a lighthearted feel that oozes and inspires joy and receptiveness.

The instruments used range from plucky strings to ambient keys and mealy synths, composed into spacious, layered musical constellations, embodying the flowing dynamics and community-based origins of the brand.

All of the elements light the stage for the unmistakable melody that supported generations of German citizens in their endeavours, now refreshed with new sounds, but unchanged at its core. The melody cadences the composition, reaching the success point of the story.

“MassiveMusic crafted a sonic branding ecosystem that makes Sparkasse recognisable, translating the reliable, familiar feeling into every aspect of the brand,” says Bastian Rolle, account director at MassiveMusic Berlin. “We took Sparkasse’s iconic sonic logo and moved it into a more modern dimension. It now resonates across all of its touchpoints through a new, distinctive and concise melody.”

Want to learn more about what support sounds like? Listen to Sparkasse’s new sonic brand identity on the MassiveMusic website.