In their own words, “Experience Music Project (EMP) is dedicated to the exploration of creativity and innovation in popular music. By blending interpretative, interactive exhibitions with cutting-edge technology, EMP captures and reflects the essence of rock ‘n’ roll, its roots in jazz, soul, gospel, country and the blues, as well as rock’s influence on hip-hop, punk and other recent genres.” My objective with this student project was to rebrand EMP in a way that synergized the music museum’s values with a brand that felt smart and unified as whole. The logotype that I designed for EMP is simplistic yet has enough variability to be used in the most complex and the most restrained of applications. Frank Gehry’s building that houses EMP is iconic and is known for its energy and elaborate nature. In order to maintain the integrity and originality of the structure it was of utmost importance to have the mark feel compatible but not compete with this building. The type was chosen to reflect the forms of the building unifying the brand as a whole from graphics to architecture. The ‘O’ is called out in the word ‘Project’ and has been designed to be a perfect circle. From CD’s to gramophone’s, the circle has rich symbolism in the music industry. The idea that the brand is to portray is one of music, energy, rhythm, color, synergy and timelessness—while still allowing for movement, interpretation, and the feeling of being current.