CLIENT
IS NOT MUSIC.

SERVICE
Identity

Foghorn partnered with Is Not Music, a new record label with a wide-angle lens on sound, to create a brand identity that reflects its expansive and exploratory ethos. The label, conceived as both platform and provocation, needed a mark that could hold the multiplicity of its vision—something to stand in for structure, mystery, and play.

We developed an identity system orbiting around a single symbolic object: the umbrella. At once protective and conceptual, the mark references experimental music notation, planetary motion, and the collaborative networks the label hopes to generate. Echoing Magritte’s The Treachery of Images, we extended the visual language through assets that subvert image, word, and expectation—reminding us that music, like meaning, is never fixed.

A system built to hold contradiction, collaboration, and creative drift.