The year 2014 saw a revolution in the music industry: the world-renowned Berliner Philharmoniker founded its own music label and in doing so cut new ground in the marketing of classical music. The orchestra was searching for a CI with timeless elegance for the new label. We gave extraordinary music a commensurate visual form – derived directly from the orchestra’s logo. The circle concept taps into the rotating movement of nearly all music media: from vinyl to CDs, DVDs, Blu-ray and downloads. Via a music book, we gave lovers of classical music new ways to experience the music of the Berliner Philharmoniker – for instance in their own home.