A new ABRSM logo has been developed. Do you like it???

http://www.abrsm.org/?page=newsArticles/item.html&id=517

You can't beat a Royal crest. It's as if the Royal family endorse your product and company. Some companies will go to great expense and lengths to obtain one. The new logo looks like something off a packet of 1970's cigarettes. It looks like the ABRSM have thrown all their history and grandeur out of the window. I am surprised they haven't changed their name from ABRSM to ABM to match the new logo.

Do you think that they will put it on the new certificates? I am taking my first ABRSM exams this year and as it includes a diploma, I will be none too pleased if this horrible thing is plastered onto my qualification (assuming I pass!)

Also, seeing as how so many people seem to dislike it, I wonder if they will only use it sparingly (I know they won't get rid of it because apparently they spent thousands of pounds in it!)

I love the royal crest and it's one of the things that makes ABRSM stand out.

I get the impression they've tried to give it the TGH treatment and probably paid a marketing company a few hundred thousand to boot.

If the AB really thought it needs a design revamp - and lets face it, it doesn't - then a coalition of forumites could have done better.... and for a lot less cash too.

Certificates will certainly look 'cheap and tacky' with the new logo.



"Our new brand will become increasingly visible in coming months, and this will include restyling our websites in May 2009".

Does sound very 'sparingly' in its use, does it.

I think we should all be blunt and let the AB know we don't like it.

I was talking to the course leader at the Fast-Track CT ABRSM course on Sunday and he said they were having to use it on everything now.

I spoke to several people that day about it and I couldn't find ANYONE who liked it. The general consensus was, 'WHY????' (closely followed by 'YUK!')..

Good idea to put this thread in General Music as people who don't go in the cafe won't see the existing threads. Here are the links to the other two threads about it (the first link is a poll which members can vote in)

Poll: The new ABRSM logo - love it or loathe it?
(Currently about 70% of members have given it the thumbs down)

AB New Identity
(6 pages of overwhelmingly negative comments)


Sorry AB, but it's awful


Perhaps if we understood what the ABRSM was trying to convey???
(although the whole point of a logo is surely to convey that in a glance, if it needs explaining to appreciate it, then it's probably not right)

Obviously designed by the same person who worked on the Prison logo for Ant and Dec's Saturday Night Takeaway

It's just dreadful.

It looks cheap and is generally horrid.
I would not like to see that on my certificate

Ask for a refund AB. It wasn't a success.

And if the designers won't give you a refund, are they prepared to come on here and defend it? If they're proud enough of it to charge you for it, they surely shouldn't have any problem coming on here to defend it. They'd presumably be glad of the publicity - if they're proud of it?

The ABRSM is a charity - does that mean the public are entitled to know what was paid for it I know in the scheme of things it's only one cost out of many, but nevertheless it's an increase in the overheads which we'll all end up paying for at some point.

It really doesn't speak quality does it.

Actually, looking again, it seems as if they've just taken the lid off of the Millenium Dome.....

i dont like it

I think the AB has simply been taken for a ride. I doubt if that logo is worth more than 50p. I reckon it took some smartie all of 30 seconds to think it up.

I sincerely hope it isn't going to appear on the certificates which are already a bit minimal!!

Hdeous! Looks very much like change for the sake of change to me.

There was an excellent cartoon in Private Eye about nine years ago where they suggested that the London Eye was created by raising the Millennium Dome onto its side!

I wonder if it is ever possible that the board sees our feedback, and does something to improve the new logo. We are not being difficult or old fashioned here. There are people from all walks of life and all ages here, and we really want the best for the image of ABRSM.

I know that often it is very difficult to change business decisions that have been announced.

But maybe it is not too late yet ... Even if publications are being printed, the logo can still be further improved for the next batch of printing, right? Or can't it?

I have the same feeling with you.

No question about what the concensus is here. Changing the old logo is a BAD MOVE.

Shame when the AB gets so many things so right. (Including this forum).

People that want a nice, historical, weighty, old-fashioned logo on their certificates can always vote with our feet and take Grade exams and Diplomas with other exam boards. That would send a clearer message about the folly of this change than any amount of whingeing over it.

Alternatively people probably won't vote with their feet, and additionally ABRSM will attract more people by being less traditional. Stranger things have happened.

I think it's a bit tacky, but it doesn't offend me hugely. If I were doing exams, I'd probably prefer the crest, though - looks more 'weighty'.

It reminds me of an African mbira - do you think that's intentional?!

I don't really like it to be honest, i know they spent loads of money on it but the crest looked so professional and is really nice on the certificate but the new logo reminds me of a cheap hotel logo.
It reminds me of the little mermaid, dont ask i really don't know why but it has the same cheesiness to it.

Awful! Disgusting, cheap, amateur etc etc etc

If Ab were trying to be like TG with this then they should take note that even TG use a coat of arms thingy on their certificates now!

Funny - it put me in mind of a little footbridge, like the ones in the Monet (I think?) paintings of Japanese gardens.
It's not great, mainly because of the colour I think, though whether that would work better/differently in print rather than on a computer screen is another thing.

One thing though: Isn't there current logo the one thats like A B R S M that we see on the books? I thought that the shield was their crest, and we dont see the 'Logo' on their certificates at the moment, so i doubt they would put it on now?

Im not sure, its all too confusing. It wouldnt be soo bad if it was just going on their books, but only if it was a black background.

Come on, I think this is a fuss over nothing. I actually like the new logo, but that is beside the point. All organisations go through rebranding processes every now and again, and they are all received with bad press in the first stages. M & S were the ones everyone really hated, when they dropped St Michael and went for that plain and simple lettering. Now, it stands out really well.

I also remember when the beloved InterCity logo on the trains was replaced by slightly sloping lettering and a mysterious bird. Again, lots of negative feedback at the start, but in the end, everyone got on with it and it was very distinguished.

I don't deny that the ABRSM may have been right to look at rebranding, but there have been some major rebranding errors in the past by companies/designers who plain simply got it wrong. British Airways was one, as was British Telecom with that old-fashioned trumpet symbol which gave out the message that BT had gone back a hundred years. The ABRSM is not quite on the same scale of gaffes, but they're giving out all the wrong messages with the new logo. There's a difference between people not liking the look of something, and people getting the wrong message from it. The 2012 London Olympics logo is perhaps a case in point - it got a welter of criticism, but mainly because people didn't like it, not necessarily because it gave out the wrong messages. In the case of the AB logo, it's the message it gives out which is unfortunate - a logo is the face of the organisation, and as so many people have said, this screams cheap and tacky.

I don't think the impact of the message it gives out should be underestimated. A slightly different but related example is when I was in the throes of buying a new car some years ago. At the time I had a really nice top-of-the-range Toyota Corolla and was thinking of getting a similar model. Then Toyota brought out one of the most naff TV commercials for the Corolla that I've ever seen. It gave me the message that if I bought one of these cars, I'd be a naff bimbo as well. I didn't buy another Corolla and I didn't even buy a Toyota. How many other people didn't want to be associated with the naff bimbo image? I think it speaks for itself that they've never done that style of commercial again.


The consumer doesn't have a lot of choice with train travel but to live with it. That's not the case with music exams. TG and LCM used to be seen as the poor relations but they're not viewed that way now. When the ABRSM portrays itself as "cheap and tacky", it gives people a reason not to want to be associated with it and if they were considering TG/LCM anyway, it will give them the push they need. A lot of people are already switching to TG because of the more contemporary choices of exam pieces, the absence of scales, the choice of sections etc, and portraying youself as "cheap and tacky" gives people another reason to switch. I imagine TG and LCM are rubbing their hands with glee over this.

I really hope the AB will step back from the brink before it's too late

Well, the new logo is certainly "out there" in force. I received my wind band's stickers for Music for Youth today and it is on them in all its "glory". Bright red horrible thing on a purple sticker! YUK!

The "shield" is actually the Royal Arms, and they are only allowed to use it because they are the ROYAL schools of music with the Queen as patron and the Prince of Wales as president. As I've said in another thread, I think it's higly unlikely that they will discontinue use of the Royal Arms on their certificates, though one never knows!

Thats what I was starting to think, they don't have a proper logo and the crest is for the ROYAL part but hopefully if it goes on the books and stuff i am really not fussed I sort of like it a bit now compared to the A|B|R|S|M logo but the crest should remain on the certificates as it is. '

Ah ok - its hard to tell on here, its not the clearest of images in the top left!

They should focus their effort into quicker delivery of examination certificates to overseas candidates rather than touching the existing logo.

Just as long as they keep the coat of arms on the certificate I suppose its OK as a publishing logo.

Personally I think its hideous. The original Coat of arms and small blue bar with Associated Board of the Royal Schools of Music on it was fine. I know everyone knows them as ABSRM,but why abbreviate for the sake of it.

yup, i personally think it looks disgusting
How can such a thing try and replace or symbolise the board over a royal coat of arms. I hope this isn't going to be a replacement for the coat of arms

I don't like it. I've just logged in after a long spell away from the Board and thought I had hit the wrong Forum. It reminds me of the Santander logo (banking) and is rather bland. I much preferred the pale blue which was classy.

Thank you! I knew it reminded me of something.

No doubt some will love it and some will hate it - I just question the wisdom of the AB spending cash on it as opposed to on something more useful *sigh*

I don't loathe it but I'm not impressed, either. The fact that it's the end of a stave of music is quite clever, but overall it's, well, just a little naff-looking, and I don't like the colour they have chosen. Something a bit more elegant would have been nice.

I guess everything has to be "modern" these days, but I quite liked the muted dignity of the old blue crown.

Ho hum.

I think it's absolutely awful. It doesn't look like anything to do with music unless it's pointed out to you what it is.

But I was looking at my (very) old AB certificates from the (ahem) 1970s and they were really quite naff too. They were much smaller and flimsier than today's, and generally cheap and nasty. The board clearly just had a quality blip for the last few years and has gone back to its old and cheap looking ways.

Oh...err...so it is.

*clearly did not notice that*

Very well put. I totally agree.


Again, very well put.

Blue would be a much calmer colour and more suited in my opinion. The red is too brash and dare I say it, aggressive toward the eye?

I think the red clashes horribly with the rest of the forum. It's too bright compared to pale blue.

Even against a plain white background I think it's still too loud.

Don't say that! They might remedy it by making the whole forum Bright Red!

I wonder whether a red forum theme would have a psychological effect on the members. Would some peoples' posting style suddenly become more aggressive?

Mine definitely would

Nooooooooo! don't go there!

I don't like it at all. Let's hope somebody does ...

I kind or like the logo.
By the way, what did the old logo look like?

Sorry it's a bit small.

Much better than the new logo