The client phrased the approach of the new classical recording company as 'we're making new music, making old music new'. This acted as the trigger to the concept with the use of this phrase to act as a footnote to accompany the identity wherever it appeared. The main logo,
after experimentation, was a strong bold sans serif treatment employing an asterisk to indicate to the viewer to search for a footnote. This would appear at the bottom of a letterhead, or contained within the booklet on CDs, or on the reverse of press releases.