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Orchestre Symphonique Genevois 2013 REBRAND 100 > best of awards

Enterprise Rebrand
Country Base: Switzerland
Industry/Sector/Keywords: Musicians, Music, Innovation, Entertainment, Performance, Orchestras, Theaters, Technology
Below: Before and After Images in Slide Show, Summary, Credits

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Summary:


Industry Setting
The Orchestre Symphonique Genevois is Geneva’s premier amateur orchestra. It is made up of approximately 70 mainly amateur musicians and performs three concert programs per year in Geneva’s main concert hall.

Challenge
The challenge was to create a corporate design that makes their tradition attractive and accessible without losing it. The relaunch should combine the elegance of classical music with modern means of communication and interactivity.

Strategy
The strategy originated in the belief that a brand identity for an orchestra deserves an appearance that creates sound itself. The new corporate design breaks its usual boundaries by including acoustic dimensions along with visual aspects. Note heads are used to replace parts of the letters of the word mark. The ‘melody’ thus created becomes the orchestra’s new ‘sound logo’. Using the word mark as a starting point, a whole font was created which converts text into music.

Result
The new brand successfully combines the old world elegance of classical music with modern communication and interactivity. In that process, we turned the audience into musicians.

This new brand identity is now found in all of the orchestra’s communication media, ranging from office equipment to mobile applications. It has met the objective to be highly appreciated among visitors, media and even the musicians. Most importantly, it now attracts the future target group of the orchestra.


Credits:


Client: Orchestre Symphonique Genevois - www.osg-experience.com

Brand Strategists/Designers: KW43 Branddesign - www.kw43.de

Managing Director: Creation Prof. Rüdiger Goetz
Creative Director: Christian Vöttiner
Creative Director: Jürgen Adolph
Senior Art Director Astrid Schröder
Senior Art Director Marcus Dorau
Art Director: Sabine Schönhaar
Text: Max Messinger
Management Supervisor: Alexandra Sobota
Account Executive: Julia Heckmann
Junior Account Executive: Sarah Bellut

Additional Creative: Grey Worldwide GmbH - www.grey.de
CD Concept Digital, Additional: Annette Pfeffer
Creative Supervisor: Tim Liedtke
Creative Supervisor: Mark Hendy
Senior Art Director: Hans-York Schaale

Music: TRO GmbH - www.tro.de
Music/Sound Consultant: Ric Scheuss
Music Producer: Markus Steffen

Effects/Animation: Gradient Effects/Animation GmbH/Co. KG - www.gradientfx.com
Managing Partner/Producer: Michael Brink
Partner/Creative Director: Rolf Mütze
Digital Artist/Motion Graphics: Kevin Schiffer
Editor/Cutter: Pascal Bussmann

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