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Visual Identity conducted by Sir Simon Rattle

basics
Industry: Culture, Recreation & Sport
Media:Design & Branding
Market:United Kingdom
Style: Minimalism
descriptioncnen
Strategy

To put Sir Simon at the heart of the visual identity, there were two fundamental stages:Stage one: capturing the conductor’s movements.Sir Simon wore a motion capture suit and gloves, with 27 reflective markers on his upper body, arms, hands, fingers, along with a specially-modified baton. Twelve top-of-the-range Vicon Vantage cameras captured his movements from 360? at 120 frames per second as he conducted Elgar’s Variations on an Original Theme. At the end of the rehearsal we had over 150,000 frames of data.Stage two: data visualisationWe then commissioned a digital artist to transform the motion data into a series of expressive animated films reflecting the emotional qualities of the music. For example, the cacophony of the Orchestra at full force becomes an explosive abstract maelstrom of wood, brass and strings. For a string-led piece, Rattle’s sweeping movements create fluid string sculptures.
CampaignDescription

Our creative idea, Always Moving, reflects that the London Symphony Orchestra is always progressive and that its performances are always visceral and emotional experiences. Inspired by the LSO logo, we started at the same place that the music and performances do – with the conductor. Our idea was simple, we wanted to create a visual identity that was conducted by Sir Simon Rattle. We set out to use Sir Simon’s passionate and distinctive conducting movements as he creates and shapes the music to inform the visual language of the brand. And to do this in a way that would stay true to his movements but also reflect the emotional qualities of the music.
Outcome

The brand’s new visual language captures the emotional qualities of the music, through movement and artistic interpretation, making it more accessible – helping LSO achieve its ambition to take classical music to new and younger audiences.‘Our new LSO brand conveys the pioneering spirit of the London Symphony Orchestra. It represents classical music in a way that’s more accessible and reflects the visceral power of our performances. It does all this in way that brings new life to our existing marque and simultaneously places Sir Simon and our music-making at the very heart of our brand.’‘The LSO launched its new brand to coincide with the 2017/18 concert season going on sale in January. Since, the LSO has had the most successful period of sales in its history. Many concerts are now sold out, with sales and multiple concert bookings being significantly higher than previous seasons.’Edward Appleyard, LSO Project Lead
Execution

Collectively the animations and subsequent stills form the basis of the visual language for print, digital and moving image. A typographic approach was developed too, consisting of two techniques reflecting Sir Simon Rattle’s movements as he conducts. A fluid movement captures his grand and sweeping gestures; an angular movement captures his more intense and urgent gestures. This technique is applied sparingly to the headline font to express the movement and emotion of the music. Singular words are also split over multiple lines, to further add a sense of movement and rhythm.Even the individual photographs of the musicians capture their movement, which is intrinsic to the creation of the music.Moving image now plays a lead role in their communications and a series of films combining the animations and type promote the new season. These are being displayed across screens at The Barbican, LSO’s website and digital channels.
Synopsis

The London Symphony Orchestra is self-governed and was founded in 1904. Today, it is regarded as one of the finest in the world, renowned for its powerful emotional performances and pioneering spirit. It’s the first London orchestra to tour the US; the first to create its own record label; and the first to establish its own education and outreach programme – a project that epitomises their constant desire to take classical music to new audiences. At the appointment of world famous conductor, Sir Simon Rattle, the LSO asked us to evolve their brand communications to reflect the exciting new era ahead. At the core of the brief was the challenge to capture the emotional power of their music and celebrate the arrival of Sir Simon Rattle, in a way that would echo LSO’s pioneering spirit and help the orchestra to engage with a broader audience.
credit
Brand:
Agency:
Creative Director:
Art Director:
Photography:
Design:
Account Supervisor:
Other credit:Digital Artist: Tobias Gremmler
Branding Agency: The Partners
University of Portsmouth: Vicon Motion Systems
Musician Photography: Ranald Mackechnie,Project lead
,Edward Appleyard
Marketing & LSO St Luke's Centre Director: Karen Cardy
Entrant Company: THE PARTNERS, London, United Kingdom
Advertising Agency: THE LONDON SYMPHONY ORCHESTRA, UNITED KINGDOM
Additional Company: UNIVERSITY OF PORTSMOUTH, UNITED KINGDOM
Additional Company: VICON MOTION SYSTEMS, Oxford, UNITED KINGDOM
Digital Artist, Tobias Gremmier, NA
Senior Marketing Manager, Edward Appleyard, London Symphony Orchestra
Marketing & LSO St Luke's Centre Director, Karen Cardy, London Symphony Orchestra
awards
The One Show 2018
Merit Design
Data Visualization / Dynamic
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Rebrand / Refresh of an existing brand: Consumer
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Data Visualisation
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Motion Graphics Design & Animation
Cannes Lions International Festival of Creativity 2017
Shortlist Digital Craft
Data Visualisation
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