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Royal Bank of Canada

The RBC’s optimistic, grounded, yet inspiring sonic identity captures the bank’s role as a game-changer and conveys an inspiring expression of "Imagination", one of RBC’s key word. Implemented in all branded content since 2017, it elevates brand perception and aligns with RBC’s future-focused, customer-centric aspirations.

Matt McGlynn

Vice-President Brand Marketing

At RBC we strive to see what others don’t, constantly looking for innovative ways to communicate to our valued clients. By using a sense beyond sight, Sixième Son is helping our brand grow in a meaningful way. A "sonic way". I am proud of the audio territory Sixième Son has developed for us. It truly helps amplify our brand power.

One Brand Promise

Challenge

Many brands in the Canadian banking sector used a lot of free, low-quality stock music and none at the time had explored sound to establish a distinctive musical universe that would help the brand stand out even more.

The new Royal Bank of Canada sonic identity conveys the brand’s aspiration and values: Optimistic game changer, Human ambitions amplifier, In the now and in the future.

Sonic concept

Embody the Royal Bank of Canada’s aspiration to bring new ideas and new solutions to its customers by composing a sonic branding that is both hopeful and grounded in reality.

Outcome

The Sonic Logo was implemented with consistency over thousands of branded content from TV, Radio and Social media ads since 2017.

Client lead

Matt McGlynn Vice President Brand Strategy
Georgia Fong Senior Director Brand Strategy
Jonathan Rotchtin Senior Manager Brand Strategy

Agency

Michael Boumendil President & Chief Creative Director
Colleen Fahey Managing Director, US
Daina Todorovic Chief Client Officer, US
Valentin Fleur Head of Strategy & Managing Director, Canada
Julien Goris Art Director
Marion Combes, Alice Lépine, Pierre Moreau Creatives