As part of its efforts to increase awareness of Human Rights issues and recruit members, Amnesty participates in events such as film festivals, exhibitions and other arts presentations. It is increasingly involved in music; staging shows and working with musicians who 'donate' the publishing and distribution rights in a track to Amnesty so it can benefit directly from download and other sales revenues. We were asked to develop a name and an identity under which Amnesty could run its music activities. The combination of Amnesty's objectives as an organisation and the fact that musicians were allowed to step outside of their normal contractual obligations in order to donate their music, led us to the name 'Released' and an optimistic identity that plays on breaking free of the R mark that denotes ownership and control.