When they hear the word brand, most people immediately think of a logo. Whilst a logo has a part to play, there are many other elements which should be addressed during the creation, growth and maintenance of your brand. When all of the component parts have been brought together, the logo – or brand mark – becomes little more than the tip of the identity iceberg.

Here is a fine example of an organisation living its brand. The London Symphony Orchestra LSO’s have thoroughly explored their new visual identity, what it represents and how it illustrates the innate character of the organisation. They have then applied this to their wider strategy.

LSO’s modern and clever logo has not changed. Created in 2011 it spells out LSO whilst also depicting a conductor brandishing a baton. 2016 saw them, with creative agency The Partners, embark upon a complete visual identity overhaul. The results are breathtaking, dramatic and a brave departure from the traditional.

“Following an extensive audit, The Partners developed an ambitious and progressive identity inspired by the LSO logo which uses the very same starting point that a concert performance would – the conductor. With Sir Simon Rattle at the very heart of the visual identity, The Partners created a visual language that both depicts the conductor’s movements as he creates and shapes a musical performance, and reflects the emotional power of the performance itself through colour, texture and motion.”

 Using state of the art motion capture technology they were able to acquire extremely accurate image data of Sir Simon during a performance. This data was given to a digital artist who transformed it into a series of films each depicting the emotional qualities of the music.

“Through Tobias’ creative interpretation, the cacophony of the Orchestra at full force becomes an explosive maelstrom of wood, brass and strings. In quiet and smouldering moments, the LSO string section conjures towers of smoke, and the sweeping gestures of Rattle are rendered in wires reminiscent of the strings on the instruments themselves.

A typographic approach was developed, consisting of two techniques reflecting the movement of Sir Simon Rattle 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.”

It is hard not to be impressed by the commitment, courage and imagination at work here – the belief that ones visual representation should so well embody the nature of the organisation. However, it goes further. The voice and language they have adopted is progressive, one of modernity, movement and youth. This voice is clearly echoed in their strategy as they embrace the digital era, focus on their appeal to a younger audience and move away from the conventional view of classical music as elitist and old fashioned. https://www.creativereview.co.uk/partners-new-lso-identity-transforms-sir-simon-rattle-3d-graphics/