London Symphony Orchestra
Innovating for a new generation.
The London Symphony Orchestra (LSO) is one of the world’s top five orchestras and boasts a truly pioneering spirit.
From running its own record label, LSO Live, and music education to community programmes and performing to one billion people at the opening ceremony for the 2012 Summer Olympics in London, the LSO is passionate about finding innovative ways to connect with audiences.
We embraced this forward-thinking spirit to create a brand identity that captures the emotional power, texture and movement of classical music and makes it relevant to a new generation.
What we did
If an orchestra takes inspiration from its conductor, why shouldn’t its brand?
Our work with the LSO coincided with the appointment of Sir Simon Rattle as its new Musical Director, so we decided to put him at the centre of our thinking.
Working with Vicon Systems and The University of Portsmouth School of Creative Technologies, we used state-of-the-art cameras to capture Sir Simon’s every movement as he conducted Elgar’s Enigma Variations. The cameras recorded the performance at 120 frames per second, which painted a striking picture of every sweep, stab and twist of the baton.
We used the data to create a series of animated films and stills which captured the momentum and drama of the music. A new approach to typography reflected the sweeping movements of the conductor. Together, these create the visual language behind the LSO’s 2017/2018 season.
The identity now stands where Sir Simon stands: front and centre. It is a source of inspiration for the LSO’s musicians and audiences alike and is a powerful expression of the classical music experience.
The process we have been taken through has been enlightening and made us question many aspects of how a 21st century orchestra should appear to its audience, with the end result being both bold, confident and forward-thinking, and a stunning reflection of how music can inspire, and now exist, in design.
LSO Senior Marketing Manager, Brand & Communications
ADC Annual Awards
Creative Review Annual
Best in Book
New York Festivals
Design Week Awards
Brand Impact Awards
Best in Show
Drum Design Awards
WPPED Cream Awards