Berklee College of Music is a contemporary music institution founded in 1945 by Lawrence Berk, originally as Schillinger House, renamed Berklee School of Music in 1954, and Berklee College of Music in 1970. Over its history, the college has used six different logos, all of them wordmarks without a symbol until 2015. The 2002 logo featured a representation of the musical dynamic marking for forte substituting for the “f” in the word “of” in “College of Music.” [1]
Design and History
In 2015, Berklee introduced a new visual identity that marked a significant departure from its previous wordmark-only approach. The college engaged brand strategy firm Protobrand to conduct research among alumni, students, prospects, parents, and faculty to understand what Berklee meant to them. The study revealed the high value the community placed on personal connections made through Berklee in the classroom, studio, rehearsal room, or online. [1]
The 2015 rebrand focused on the single word “Berklee” with a new icon based on the musical natural notation. [2] The previous logo, described as simple type in the corner of a red block, did not reproduce well at small sizes, which was a key motivation for the redesign. [2] The new identity was approved by Berklee’s leadership in early 2015 after more than a year of research and dialogue within the college community and with a brand consultant. [3]
In 2026, Berklee launched another new logo and visual identity system, described as a unified expression reflecting the institution’s growth since the 2015 identity. The new system was developed through focus groups with students, faculty, and staff from all campuses and schools, as well as survey feedback from alumni and supporters. The rollout began with core digital channels, social media avatars, and priority marketing materials, with a full transition expected to take time. [4]
Meaning and Symbolism
The 2015 “Natural” logo was chosen based on research showing it was overwhelmingly preferred, selected by 60% of respondents. Respondents felt it conveyed that Berklee is contemporary, a leader, and encourages being oneself and connecting to both the musical community and one’s own creativity. The logo uses a connection metaphor that resonated across all groups. [5]
The natural symbol also connects to Berklee’s Latin motto, Esse quam videri, which translates as “To be, not seem to be,” or in other words, “Be your natural self.” By owning the natural symbol, the college symbolizes this core belief and extends it to embrace its growing community of musicians in Boston, Valencia, and online. [1]
The 2015 rebrand was not without controversy. Approximately 500 students signed a petition objecting to the new identity, particularly the loss of the word “College” from the logo. [2]
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