Creating a sub-brand that strikes the perfect chord with a major music education rebrand.
ABRSM
Scope
Logo
Brand Identity
Print Design
Digital Design
Social Media Design
Launched in 1889, ABRSM is The Associated Board of the Royal Schools of Music and a global music education charity. At the heart of everything they do is their belief that music enriches lives. Building on their heritage, they offer face-to-face and digital exams, sheet music, recordings, apps and courses for students and teachers across the world.
About the client
Following a major rebrand of ABRSM by a design agency, the ABRSM marketing team approached me to develop a distinctive sub-brand within the new identity for ABRSM’s diploma suite. The design needed to feel professional and sophisticated, appealing to advanced musicians, educators and learners who are progressing beyond Grade 8. With a primary audience of students (15–21) and teachers (25–45) across the UK and Asia, the sub-brand had to be versatile and culturally relevant across these key regions.
The visual system had to maintain ABRSM’s refreshed brand identity while allowing flexibility to highlight the different diploma pathways, including performance, teaching and directing.
About the project
To achieve the goals set out in the brief, a refined and structured design system was developed that balanced academic credibility with artistic inspiration. Typography, colour and layout choices were carefully considered to convey a sense of professionalism while maintaining a strong connection to music. The design system allows for clear differentiation between the various diploma pathways while ensuring cohesion within the overall ABRSM brand.
A sophisticated yet accessible visual language was established, incorporating elements that reflect both the discipline and creativity required at this level of musical study. The sub-brand was designed to integrate seamlessly within ABRSM’s wider identity while standing out as a distinct offering for diploma-level musicians.