Case Study: Warner Music Group amplifies its brand identity with Pentagram

Warner Music Group refreshes its identity with Pentagram’s 67-degree brand system

Warner Music Group (WMG) engaged the design firm Pentagram to address a challenge with its brand identity. As a storied music entertainment company with a complex structure of recorded music, publishing, and corporate divisions, WMG needed a unified brand story. The challenge was to create a modern strategic position and visual language that amplified its status as a next-generation company while honoring its heritage, all without altering its iconic Saul Bass-designed W logo.

Pentagram developed the brand idea "Vision and Voice" to serve as the foundation for the new identity. The solution involved updating the logo's color, creating custom typography, and implementing a dynamic visual system built around the 67-degree angle found in the existing W. This new language, expressed across digital experiences, marketing materials, and internal communications, gave the brand a bold, off-kilter, and modern feel. The work by Pentagram successfully refreshed the iconic mark, creating a cohesive and exciting identity that represents WMG's duality as both a global powerhouse and a champion of creative individuality.

Warner Music Group