TD Bank

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.

The sonic concept was born of a simple idea: a composition that suggests a stroll through a familiar neighborhood, because TD is a welcoming, community-focused bank.

We wanted to create a positive 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.

TD Bank scored well above the banks and investment brands average on three essential KPIs relating to sound performance:

• Recall +24%
• Likability +21%
• Familiarity +19%

(Source: Veritonic Study on the TD Bank sonic logo led in the US and Canada – May 2022)