Music has unveiled its branding for the newly established Manchester Fashion Institute, part of Manchester Metropolitan University.

The branding project included a brand book, guidelines, the roll out of the identity across merchandise and prospectuses, and a responsive website.

Manchester-based Music created the proposition of ‘Fearless Fashion’, inspired by Manchester’s industrial spirit, entrepreneurialism and the ‘build it and they will come’ philosophy.

The strong yellow and black identity reflects the worker bees of Manchester’s manufacturing past and also recognises the city’s cultural heritage by reflecting legendary nightclub The Hacienda.

The agency said the branding was “deliberately bold and confident, and where possible avoids the heavy use of fashion imagery in order to stand out, not blend in”.

A video showing the new website:

Music’s creative director, Adam Rix, said: “It was an honour to be involved in this project – it was the perfect opportunity to pair our Manchester roots and love for the city, with our global fashion experience gained through our close relationship with The British Fashion Council.

“There was a slide in our pitch presentation that read ‘Manchester = Brilliance + Balls’, and I think that summarises both the vision for the Institute and our approach.

“Manchester Fashion Institute has a complex audience ranging from parents and academics through to designers and international students – the challenge was in creating a bold, distinctive brand that could cut through the homogeneous world of fashion branding, but be adaptable enough to talk to all of these people in a relevant and engaging way.”

Manchester Fashion Institute director, Colin Renfrew, said: “We now have a strong identity extending beyond print and digital media that inspires and connects our staff, students, alumni and industry partners across the world.”

Music also works with The British Council, Manchester City Football Club, Universal Music and United Utilities.