November 17, 2017

How we built our brand – Part 1: Our logo is a gig

Everyone, everything and every brand, has its own personality. Personality builds on values and beliefs and maps out through everything you do, everything you say and everything you show. BMAT was founded on the strong belief that our technology and passion as innovators could help artists get the recognition they deserve. This is the story of how this resulted in our logo.

Kurk Cobain - BMAT logo prototype

Kurt Cobain in Frankfurt, 1991. By Paul Bergen.

Paul Bergen took this picture in Frankfurt in 1991. Nearly 500 people attended this ‘enervating show’, according to Bergen. Although cold outside, Nirvana heated up the atmosphere and Kurt Cobain started to crowd surf at the end of the concert.

We came across with this picture some months ago, when we had just started a process of brand consolidation and we were looking for inspirational images that could represent our vision and mission, captured by the tagline “what plays around will come around”.

For us, it’s about the energy that music calls for.

This karmic principle alludes to the belief that whatever joy artists bring to people will somehow return to them. For us, it’s about the energy that music calls for. The energy a songwriter puts in composing. The energy a drummer prints on a fill. The energy a producer concentrates in a mix. The energy a singer projects to heat up her audience. Their energy flowing back to them.

Looking at Bergen’s picture we felt crowd surfing was a fantastic representation of our tagline. Kurt Cobain gives himself in to the audience and jumps. His fans hold him, resonate with his energy and bring him back to the stage.

That’s the circular structure we love to see in the music industry.  And that’s why we chose this picture as the foundations of our brand image. From there on we started a collaborative, creative and iterative process, where we abstracted circular patterns from Bergen’s photography till we finally came up with the logo you can see nowadays.

If you also want to know where our colour palette comes from, you can see it here.

Written by Brais, Head of Comms 

Art by Víctor Riba


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