BMG’s new logo. Photo Credit: BMG
Introducing the new BMG: Amid a “significant transformation” under CEO Thomas Coesfeld, the Bertelsmann subsidiary has unveiled a “refreshed brand identity.”
BMG reached out today with word of that revamped brand identity, which it developed alongside London’s Wolff Olins. As described by the Berlin-based music company, the “comprehensive refresh features a refined visual identity and a forward-looking approach.”
And in keeping with the objectives of the business’s overarching “BMG Next” framework, the new logo “brings energy and movement to BMG’s visual identity, reinforcing its role as a modern music company,” per higher-ups.
Shifting from this glowing description and to the actual changes, BMG has traded its in-your-face red color scheme for a more relaxed blue-and-gray look. An animation of the new logo (of which there are several variations) is situated front and center on BMG’s website homepage, which now emphasizes the company’s professional relationships with Jelly Roll, Lainey Wilson, and others.
In a statement, BMG’s initially mentioned head described the retooled appearance as “a statement of intent” regarding future operations’ direction.
“Our new visual identity isn’t just about aesthetics—it’s a statement of intent,” elaborated CEO Thomas Coesfeld. “At its core, it redefines our ambition and who we are today: we put artists and songwriters at the heart of everything we do.
“We embrace technology, collaborate with an ecosystem of partners, and stay true to our distinctive approach to artist advocacy. With the implementation of our BMG Next strategy, we have reached a new level in how we deliver for music creators, how we partner with the industry, and how we operate as a whole,” the 34-year-old concluded.
Under Coesfeld (who took the reins in July 2023), BMG has wrapped multiple personnel reorganizations, split from Warner Music’s ADA, and, adjacent to the latter, leaned into a Universal Music “alliance.”
(The end of the BMG-ADA agreement is still factoring into Warner Music’s financials. BMG, for its part, posted over $500 million in H1 2024 revenue. But as the company discloses earnings in broader reports from its Bertelsmann parent, we won’t know about its full-year showing until March 31st.)
Beyond those bigger-picture maneuvers, BMG is still pursuing partnership deals (including 2024 pacts with Ubisoft, Tomorrowland Music, Cirque du Soleil, and more) and scooping up song rights.
Some of these IP plays have flown under the media radar in the U.S. BMG kicked off 2025 by purchasing the publishing catalog of Germany’s B612, for instance, thereby securing stakes in domestically prominent works from Reamonn and Glasperlenspiel.