CMI is a non-profit organization founded to provide world-class music education. World-renowned musicians share their talent with students to empower and inspire them to become better musicians and citizens of their community. The organization’s identity was composed of an acronym within an acronym; this was a confusing and complex name.

It was our recommendation to change the name to only Classical Music Institute (CMI) and develop a contemporary brand. The concept behind the proposed identity combined the movement of the Orchestra Director’s baton with the instruments’ strings. By incorporating the intertwined strings symmetrically, the identity communicates flow and unity; two important attributes in orchestral music. This approach set the tone for a contemporary brand and more dynamic brand identity elements. It provided a solid structure with enough flexibility to develop the appropriate collateral materials.