Universal Music Publishing Group rolled out its refreshed brand identity on Tuesday, placing songwriters firmly at the centre of its mission.
A new logo, visual system, and purpose statement form the cornerstone of the rebrand. UMPG's redesigned website brings the identity to life across all touchpoints.
Jody Gerson, who chairs and leads UMPG, explained the thinking behind the move. "Everything in music starts with a songwriter," she said, noting that great compositions endure long after trends disappear.
According to Gerson, the company wanted to celebrate songwriting's staying power. "Our new brand is about giving it a clear voice, a lasting home, and a stronger future," she told the market.
She described the identity as open and evolving. It exists to honour songs, songwriters, and the creative minds behind the music, Gerson added.
UMPG's new logo carries deep symbolism. Four corners represent the planet's regions, signifying its worldwide songwriter community and how music crosses borders effortlessly.
The circular core of the logo serves another purpose. It functions as a camera frame for songwriters to feature themselves, the company explained.
Internally, the rebrand aims to unite UMPG's teams globally. Each division can now articulate how it supports and amplifies songwriting talent.
UMPG crafted a purpose statement capturing its core mission: "Universal Music Publishing Group exists to advance the collaborative, personal, human act of creating songs."
The full statement reads: "We get songs heard. We get songwriters paid.
Wherever songs go, we are a world ahead."
A shorter version accompanies the new logo. It simply states: "Wherever songs go, We're a world ahead."
Launching alongside the rebrand is a video series called Publishing 101. Episodes debut June 16 across UMPG's platforms.
Team members explain publishing basics in short-form videos. Topics range from A&R and sync licensing to royalties and administration.
New episodes post every Tuesday at 9 a.m. PT.
Instagram, TikTok, and YouTube will host the content.
Creative agency GrandArmy designed the identity system. The firm has previously worked with A24, NPR, Adidas, and Lonely Planet.
UMPG's in-house Audio Branding team created sonic identity for the animated logo version. The sound design complements the visual refresh.
Gerson has made protecting human songwriters her priority. At last November's Music Business UK Awards, she emphasized this mission as AI reshapes the industry.
