BMG has always been a bold voice in music – starting with its founding in 2008, when it broke into a profoundly changing industry that was still dominated by three big players. By 2025, BMG was an established global voice. But with new leadership, new technology and an eye toward the future, it was ready to signal its story as a music company that was mature yet still defined by its bold heritage.

Identity that’s fit for the future

To help shape BMG’s brand, we built on its strengths as a business and client partner: its trailblazing DNA, unique long-term outlook, global integration and collaborative ethos. Centring on a north star of ‘grow boldly together,’ we collaborated with its team to evolve its identity to express its dynamic, creator-centric spirit, starting with a new symbol to complement the stability of its existing wordmark. The symbol was inspired by the idea of play, forward momentum, and BMG’s connected ecosystem, informing a wider graphic system of patterns and icons that evoke music and add energy, joy, and movement to the new visual identity.

Colour plays a starring role in the new identity, anchored by new hero colours like the vibrant “Limelight,” sophisticated “Midnight” and metallic-inspired neutrals. The core corporate palette is supported by a dynamic set of secondary colours that celebrate the full spectrum of music and spotlight the creativity of those represented by BMG. Together, the colours embody a balance of heritage and innovation, stability and playfulness, intellect, and emotion. The colour palette is rounded out by additional tools—like graphic elements and patterns inspired by the symbol as well as a dynamic voice—to create a spectrum of moments that feel like BMG.

A system that shines a light on clients

The new identity offers a flexible approach to build out a world around the artists and songwriters that BMG proudly represents, adapting from office welcomes to social takeovers, but always putting them centre stage. BMG CEO Thomas Coesfeld remarked: “Our new visual identity isn’t just about aesthetics – it’s a reflection of who we are and what we stand for. This new branding embodies the respect we have for our heritage, while also showcasing our confidence in the company we’ve become.” This continuity combined with the fresh design of the symbol reflects BMG’s commitment to its roots and to the future of fostering growth for artists and songwriters.