Music publisher and record label BMG has experienced plenty of growth in the last decade, but its simple three-letter logo had not kept pace. Wolff Olins has created a new identity for BMG that expresses the company’s experience and now-established position in the music industry.
Based on the vision statement, Grow Boldly Together, the new identity has a maturity and confidence that the old design lacked. The new logo has a play button at its center. That is surrounded by a starburst, and that is surrounded by two dials: all of the rings around the on button can turn independently. The starburst and double dials suggest how music is turned up and down and adjusted in different ways, as well as the excitement of music.
The triangles in the dials are repurposed as patterning in the new identity. The new brand colors—a deep emerald-blue called Midnight, a bright yellow-green called Limelight, and Platinum (plus other metallic tones) which reference the awards presented for achievement—all relate to musical performance.