BMG

Studio Dumbar2023ProjectInterview

6 May

Project

BMG

From its inception in 2008, BMG established itself as a significant and daring presence in the music industry, entering a landscape largely controlled by three major companies. By 2025, BMG had solidified its position as a recognized global force in music. However, with the introduction of new leadership, the emergence of innovative technologies, and a forward-looking perspective, the company sought to articulate its narrative as a music entity that, while mature, remained deeply rooted in its original bold and pioneering spirit.

Published
May 2025

Agency
Wolff Olins

Drawing upon BMG's established strengths as a pioneering business and collaborative client partner with a distinctive long-term vision and global reach, we embarked on a journey to refine its brand. Guided by the central principle of 'grow boldly together,' our collaboration with the BMG team resulted in an evolved identity that reflects its dynamic and creator-focused spirit.

This evolution began with the creation of a new symbol, designed to complement the steadfastness of the existing wordmark. Inspired by concepts of playfulness, forward drive, and BMG's interconnected network, this symbol informed a broader graphic system of patterns and icons. These visual elements evoke the essence of music, injecting energy, joy, and a sense of motion into the revitalized visual identity.

In the revitalised identity, colour takes centre stage, led by striking hero hues such as the energetic "Limelight," the refined "Midnight," and metallic-inspired neutrals. Complementing this core corporate palette is a vibrant array of secondary colours, celebrating the diverse world of music and highlighting the artistry of BMG's represented creators.

This carefully balanced colour system embodies a fusion of tradition and progress, stability and playfulness, intellect, and emotion. Further enhancing the identity are graphic elements and patterns derived from the central symbol, alongside a dynamic tone of voice, collectively creating a range of BMG-esque experiences.

The evolved identity provides a versatile framework for constructing an environment that truly champions the artists and songwriters BMG represents, seamlessly adapting across various applications from office environments to social media campaigns, always ensuring the creators are the focal point.

BMG CEO Thomas Coesfeld emphasised that the new visual identity transcends mere aesthetics, serving as a genuine representation of the company's ethos and values. He further noted that the branding honors BMG's rich history while simultaneously projecting the confidence of its present standing. This blend of enduring values and the fresh design of the symbol underscores BMG's dedication to its foundational principles and its ongoing commitment to nurturing the growth of artists and songwriters.