Brief: Academy Music Group (AMG) operates some of the UK’s most iconic music venues. The goal was to create a modern, cohesive system that put their venues—each with its own legacy and personality—at the heart of the brand.
The New Name: 44 Music (pronounced “Four Four Music”) is inspired by the 4/4 time signature—the rhythmic foundation shared by pop, rock, hip-hop, dance, and countless other genres. It’s a unifying idea that mirrors the wide spectrum of artists and audiences their venues serve.
Concept: Powering Your Local Venue. Within this design system, the 44 Music brand acts as a kind of battery—an energy source that powers the group’s historic venues. Each venue is represented by its own unique “electrical symbol,” with the design of each one informed by architectural details and features from the building itself. The result is a flexible, characterful identity that celebrates both the unity of the group and the individuality of every venue they operate.
*This is a conceptual project.
Pop Quiz: What do all these legendary artists have in common?
