Academy of Ancient Music

The Academy of Ancient Music (AAM) is a world-famous British orchestra specialising in historically informed performance. They play Baroque and Classical music — Bach, Handel, Mozart and the like — as it would have been heard when it was first written. Founded in 1973 by Christopher Hogwood, AAM were pioneers of the “authentic performance” movement and have gone on to build a huge international reputation through global touring, landmark recordings and collaborations with leading soloists and singers.

I was asked to refresh their brand identity in a way that felt considered rather than radical. With such a loyal following, moving too far away from the existing identity felt wrong. The goal was to keep the heritage intact while adding more energy, flair and a sense of movement — bringing the identity forward without losing what people already love about it.