Since 1989, Danish Music Awards has been an institution in the commercial part of cultural life – known as “the Danish grammy”, it’s acknowledged as the industry’s oldest award ceremony.
But the identity and logo needed to be updated. In the digital age, the show’s format used to catch the public eye differently than it used to. Through the years, they had forgotten what matters: The music.
To keep up with the times rather than doing what had always been done, the people behind the event decided to invent a new format – exclusively for the industry and with music at its core.
We needed to create a new brand identity focusing on music, showing the transaction from cable-tv to a digital concept with the music in focus.
The primary objective was to help DMA transition into a digital future with a graphical and contemporary take celebrating music, artists, and culture.