LOS ANGELES, CA, JANUARY 18, 2018 – Ahead of the 60th Annual GRAMMY Awards® on January 28th the Recording Academy™, the world’s leading society of music professionals, today announced its collaboration on a branding engagement with Siegel+Gale.
Though best known for the annual GRAMMY Awards, the Recording Academy strives year-round to advance artistic and technical excellence, works to ensure a vital and free creative environment and acts as an advocate on behalf of music and its makers through a wide range of programs administered by various sub-brands and affiliates. Over the course of its history, the Recording Academy has established itself as the preeminent arts advocacy and outreach organization in the United States. As part of the engagement, Siegel+Gale refreshed the visual identity to build equity for the master brand and create visual connectivity across the Recording Academy’s portfolio.
By introducing color and rendering the gramophone in both static and animated form, the new logo illustrates the variety of music genres and music creators the Recording Academy advocates on behalf of. In its pure graphic form, the gramophone remains the core identifier for the GRAMMY Awards and the Recording Academy’s programs. When animated, the logotype adapts the width of its letters to the sound and rhythm of music it is paired with. The various renderings of the gramophone serve as the foundation for a modern visual identity that is as dynamic as the music it is designed to represent.
“The Recording Academy has always been a catalyst for progress in a constantly changing industry,” said Matthias Mencke, Group Creative Director at Siegel+Gale. “But their previous identity no longer reflected the totality of their mission. The new logo elevates the Recording Academy’s visual presence as the organization evolves to serve new generations of music creators and fans. Depicting the gramophone in all angles and various colors is a modern interpretation of the many facets of music. As a consistent graphic language that ties all communications together, the new identity system alludes to the role music plays as a cultural fabric that brings people together.”
“For six decades, the Recording Academy has worked to protect music and its creators through an expanding portfolio of programs and initiatives, which led to a varied mix of unstructured uses for our logos, and an inconsistent brand image. As we evolved, we recognized that some audiences weren’t clear about all that the Academy represents, and all of the meaningful work we do throughout the industry,” said Evan Greene, Chief Marketing Officer of the Recording Academy. “With Siegel+Gale, we created a unified look and feel, centered on our trademark gramophone icon to give a visual through-line that helps identify and distinguish Academy-related programs and activities. We couldn’t be more pleased with the results.”
Read our Simplifier’s interview with Evan Greene, CMO at The Recording Academy
Siegel+Gale (www.siegelgale.com) is a global brand strategy, design and experience firm. Using facts, intuition and creativity, we blend science with art, unlocking the power of simplicity to help organizations realize their full potential. Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Dubai and Shanghai, but we’re willing to fly just about anywhere. We’re also not alone. As part of the DAS Group of Companies, we have strong partners all around the world.
About the DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.
About the Recording Academy
The Recording Academy represents the voices of performers, songwriters, producers, engineers, and all music professionals. Dedicated to ensuring the recording arts remain a thriving part of our shared cultural heritage, the Academy honors music’s history while investing in its future through the GRAMMY Museum®, advocates on behalf of music creators, supports music people in times of need through MusiCares® and celebrates artistic excellence through the GRAMMY Awards—music’s only peer-recognized accolade and highest achievement. As the world’s leading society of music professionals, we work year-round to foster a more inspiring world for creators.
Associate Public Relations Director, Siegel+Gale
Sr. Director Marketing Communications, Recording Academy