LONDON SYMPHONY ORCHESTRA

An innovative new visual identity for a new generation.

IN BRIEF 
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.

Placing Sir Simon Rattle at the heart of the brand brings new life to the LSO’s conductor identity – an evolved version of our own design, in use since 2004. A demonstration of how brand can evolve over time to support new vision, the identity now stands where the LSO’s real-life conductor stands: front and centre, the source of direction and interpretation for the LSO’s musicians.

LIVE ON APPLE MUSIC 
Today we continue working with the London Symphony Orchestra. From designing new seasonal campaigns and the LSO’s exhibition at the New York’s Cooper Hewitt museum, to global advertising for the launch of the LSO on Apple Music and promoting the summer concerts at the Trafalgar Square, we helped the brand to grow and inspire new audiences.

"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."

EDWARD APPLEYARD
LSO Senior Marketing Manager, Brand & Communications

Awards

D&AD Awards
3Wood Pencil
1Shortlist

Cannes Lions
8 Shortlist
1 Silver 

Clio Awards
Gold

ADC Annual Awards
Grand Award
Gold
2 Silver
2 Bronze
Merit

Creative Review Annual
Best in Book

New York Festivals
Gold
3 Silver
1 Finalist

Design Week Awards
2 Finalist

Brand Impact Awards
Best in Show
Winner
2 Shortlists

Drum Design Awards
Grand Prix
6 Winner
1 Shortlist

Graphis
Gold
Silver

WPPED Cream Awards
Commended