Universal Music AMS - Limited Edition Design

Universal Music
Audience, Media & Strategy

Brand identity

Creative Direction

Photography

Marketing & Collateral

Typography

Universal AMS connects artists to fans through a suite of best-in-class capabilities; from data analytics to audience marketing, strategy, advertising, influencers and media partnerships. A full rebrand with the flexibility for teams to bring their own unique character to the fore.

The logo concept is a direct reference to what AMS is. The letters are included in the original logo and is a visual metaphor of the internal team within Univeral Music. A M S is literally part of Universal Music UK – It's in the name.

More Information

We made a conscious decision to move away from the Copperplate wordmark historically used by Universal Music. While it holds heritage, its lack of refinement at scale and dated 80s/90s aesthetic risk aligning with the current anti-typography/imperfection trend. Given the length of the name, we selected a more condensed sans-serif. We re-cut the final letters to suit the lock-up, trimming the 'A' to improve spacing and create a bolder letterform for large-scale use.

In collaboration with stakeholders across the business, we developed identity guidelines and brand collateral to help inspire internal teams — promoting a more collective, agency-style mindset in how they engage their own clients and audiences.

Bold photography balances art-directed artist portraits with documentary-style imagery that reflects youth culture and the wider music scene in a more authentic way. Paired with grid systems and stationery-inspired references, the visual language nods to the behind-the-scenes planning and structure.

The identity was designed to work across multiple audiences — from a full lock-up to a pared-back strikethrough device that introduces a more playful, less corporate expression of the brand. A broad suite of assets ensures maximum adaptability across photography, typography, and brand devices.