TD Bank is one of the biggest American bank. It's also a very customer-centric company that cherishes its community. TD sonic identity captures this community warmth through door chimes and rhythmic beats, emphasizing its neighborhood bank persona and elevating recall, likability, and familiarity across North American touchpoints.
Yes, you can be big and warm, strong and approachable. TD Bank wanted to reinforce its reputation as ‘the bank around the corner’ with a unique, consistent sonic identity. TD Bank, one of the biggest North American banks, needed a sound capable to leave a strong earprint across all its touch points that says “We’re here, for you, and close to you”.
We created a composition that suggests a stroll through a familiar neighborhood, because TD is a welcoming, community-focused bank. The instrumentation, the rythm, the melody. Everything is positive, simple, inviting. It’s an optimistic sonic identity that reflects the brand’s objective: to be a committed bank, ready to go the extra mile for its customers, to help its communities thrive, and to be there for its 90,000+ employees. At the heart of the sound vocabulary is a seemingly familiar sound, that of a door chime, evocative of the brand’s down-to-earth, welcoming personality. The theme conveys happiness and confidence throughout the composition. Clapping hands, rhythmic beats and laughing voices in the background infuse humanity and hospitality.
The sonic identity has very quickly contributed to the brand success. TD Bank scored well above the banks and investment brands average on three essential KPIs relating to sound performance: Recall +24%, Likability +21%, Familiarity/Approachability +19%.
(Source: Veritonic Study on the TD Bank sonic logo, in the US and Canada – May 2022)