DMY reveals bold new brand identity by Droga5 London


Droga5 London, part of Accenture Song, has created a new brand identity for DMY, an artist services company and media platform that helps emerging artists gain success by building traction and generating revenue.

DMY brand refresh

The brand identity plays with the thought that DMY turns up the volume on its artists, allowing them to reach their full potential.

The team visualised what full volume would look like, by expanding the letters in the DMY logo to the edge of legibility – in other words turning them up as loudly as they could go.

By visualising volume, the new identity is designed to communicate how DMY supports every artist’s potential to the max and conveys the energy brand has for artists and their music.

Paul Benney, CEO of DMY, said: “We needed a new identity that combined the different elements of the company into a unified whole, with a single vision, and Droga5 have totally nailed it.

“We also wanted the brand to have an edge but to also be commercial and they have achieved that too. The new brand is the beginning of a new chapter for DMY and we can’t wait to see where it takes us in 2023.”

Oli East, Senior Designer at Droga5, said: “We wanted to create an identity for DMY that conveyed the raw energy the brand has for artists and their music. 

“Volume is at the heart of the design, so we added visual volume to the graphics to show how the platform dials up from normal to full volume to champion their artistry and help them reach a wider audience.”

The company supports artists by distributing their music to streaming services, collecting their publishing income and by promoting them editorially in its online magazine. 

The company began as online magazine Dummy, which has been discovering and supporting new music artists across the world for the past 15 years. 

Dummy inspired the launch of DMY Artists – an artist services company that provides distribution and publishing services to emerging artists.