Chamber Music Society (CMS), located in New York City, is known for its outstanding chamber music performances and its commitment to music education. However, their existing brand identity didn’t reflect the vibrancy, collaboration, or emotional resonance of their work. Over the course of a three-month design project, I set out to create a visual identity that communicates CMS’s mission more authentically.

Research and Immersion 

To better understand CMS, I conducted deep research into their history, performances, and values. A major part of this process involved listening to hours of CMS performances, which helped me connect with the emotional and structural qualities of their music. One of the most striking observations I made was how the musicians seem to converse with one another through their instruments. This sense of musical dialogue became the foundation of my design approach.

Design Concept

Inspired by the structure and fluidity of chamber music, I developed a system of long, continuous lines to represent musical chords and movement. These lines vary in weight and spacing to echo changes in volume, texture, and intensity in the music. The fluidity of the lines reflects the natural, collaborative flow between CMS musicians.

Design Concept

Initially, the designs were black and white, chosen to convey the elegance and historical roots of the genre. However, this palette felt too limiting. To bring a richer emotional range into the visual identity, I conducted color studies and curated a palette of three core colors. Each color symbolizes a different element of the CMS experience: warmth, energy, and tradition.

System and Application

The line motif proved highly adaptable, allowing for dynamic visuals across brand collateral while maintaining a consistent visual language. To deepen the musical connection, I created a series of CMS folders, each inspired by a different composition. Each folder featured unique line variations drawn directly from the mood and movement of the specific piece.

This rebrand captures the heart of CMS: its emotional expressiveness, its collaborative spirit, and its dedication to sharing music with the world. The new identity honors the organization’s legacy while opening space for modern interpretations and deeper audience connection.