ABRSM (The Associated Board of the Royal Schools of Music), founded in 1889, is the UK’s largest music education body and the world’s leading provider of music exams.

In early 2022, ABRSM selected Everything Connected to lead them through a brand refresh exercise, ahead of a review and relaunch of their website. Collaborating with UX, brand strategy and creative teams we immersed ourselves with ABRSM, its heritage and international audience to deliver a more vibrant and emotive expression of the brand.

The logo was stripped back from its ‘bridge’ or ‘crown-like’ predecessor to create a simplified design. The musical stave became ‘the wave’, set free from its sheet music and given form; its undulating curves visualising the phonetics of A.B.R.S.M. when spoken. This became a device that travels across the brand materials, representing every musician’s individual journey with music. These were supported by a vibrant colour palette and playful musician characters illustrating the diverse ABRSM audience.