How do you re-brand a non-brand? How do you
incite recognition without a logo? What do you do
for a company whose name is synonymous with "Elevator Music?"
Muzak must capitalize on the knife-edge balance between its uniqueness as a company, and its neutral application of generic content. In addition to providing the new and expanded facilities that Muzak will need as a larger part of the music industry, architecture will provide Muzak with a revised identity based on research that communicates the company's presence while pushing it in new directions.