GMM Music has launched a new logo in response to the company's spin-off from GMM Grammy, featuring a design that reflects the connotation of 'inclusivity' in the music industry, achieved through distinctive lines and spacing of the letters 'US' in the word 'Music' to convey a sense of togetherness.
The company plans to kick off a comprehensive brand communications campaign, beginning with raising awareness within the organisation to honor all GMM Music artists and employees for their contributions to the company's success, followed by phases of comprehensive external communications. Essentially, GMM Music aspires to create a New Music Economy where everyone in the music industry will grow together towards a sustainable future.
Phawit Chitrakorn, Chief Executive Officer of GMM Music, stated, "Our goals are to uplift the music industry and drive the New Music Economy, in which everyone can make progress and grow together. Therefore, we are building a strong brand culture as a fully integrated music operator, with inclusivity in mind, as music is something that everyone can access. First and foremost, we engage people across our organisation in a shared vision and experience with a compelling internal communications campaign. To achieve this, we create visual awareness in the elevators of the GMM Grammy Place building to emphasise that all artists and employees, regardless of their roles and responsibilities, contribute to the success of the company's business.
Subsequently, phases of an integrated marketing communications campaign will be launched to create public awareness." Damisa Ongsiriwattana, Co-Founder and Chief Creative Officer of SOUR Bangkok, a brand identity consultant of GMM Music, revealed, "GMM Music is determined to create a new culture and experience, while giving us the freedom to express ideas. As we came up with more than 40 proposed logo designs, we realised that GMM Music seeks to convey an aesthetic way of thinking, rather than focusing solely on visual aesthetics.
That's why we chose a simple design and fonts. The font size of the word 'GMM' is smaller than that of the word 'Music' to imply a sense of humility, as the company is simply a small part of the whole industry. Additionally, we discovered a hidden message - the word 'US' within the word 'Music'. As the objective case of 'WE', the word 'US' reflects the original spirit of GMM Music to create inclusivity in the music industry.
So we decided to add a little tweak to the letters 'U' and 'S' by using different fonts and connecting the two letters in cursive. The result is the GMM Music logo that expresses the company's commitment to moving the music industry forward together with people and society."
With GMM Music's brand vision implemented from the inside out, the communication campaign will commence with elevator ads in the GMM Grammy Place building. As the elevators close after people enter, they will see images of representative employees from every department of the company alongside GMM Music artists, in 80 different versions.
The campaign visuals feature an ending message reading: "More of US to come," indicating that on the company's new path to growth, many more will join the journey, providing a glimpse into the future of upcoming external communication campaigns.
