Brooklyn Symphony Orchestra receives rebrand from The Partners
Creative Pathways PDP Entry 07
Working in there New York office, design agency The Partners, has rebranded Brooklyn’s symphony orchestra’s logo, stating that the new logo describes as “music made visual”. The new logo design is a complete overhaul compared to the 2003 logo, stripping the full name and Brooklyn Bridge silhouette, to concentrating on the intials of the name, but with some creative thinking behind the design.
“The design of each letter exemplifies an individual aspect of the orchestra, the agency explains. The blocky “B” is representative of Brooklyn, “robust, industrial and iconic”. The more delicate, serif “S” stands for great music, “elegant, dynamic and expressive”. The “O” is made up of a collection of dots, to symbolise the community of musicians, “convergent, complementary and collaborative”.”
The creative thinking behind the intial letters design is unique and strong, as taking representation for each intial gives the logo some character, and creating a sense of recognition. Each of the letter designs is effective and works well, as each letter does represent the reasoning behind it, from the design agency.
Although the design agency has rebranded Brooklyn’s symphony orchestra, the agency is also working on developing software too. The software is to visualise music interpretations in real time, and so the agency will be creating graphics to go along with that development, as well as the symphony orchestra’s digital platforms.
The design team says that the identity:
“brings dynamism and freshness to the presentation of music that transcends the time it was written“
Artistic director at BSO, Nick Armstrong comments on the agency’s rebrand work:
“The Partners’ work has yielded an exciting, contemporary resource for us, which brings together a graphical logo, and a dynamic use of that logo which the BSO will use in its marketing.“
As well as the rebranded logo, other visuals within BSO has also received an overhaul of wonderful design. Such exmaples include the poster designs and marketing materials. In the poster designs, the use of shape and colour typically reflects on the logo design, symbolic and abstract. The combination of the coomposition, shape and colour, gives the poster design, and the BSO as a whole, a contemporary feel and look, even though the content of the orchestra, is primarily traditional and hundreds of years old. The colour choices and shapes gives the orchestra an opening for a new audience, as well as their exisiting one, as these visuals certainly attract a younger audience.
What I can take from this as inspiration from my own work is the creative thinking behind the logo design, as well as the strong use of shape and colour. Creating represtional symbols in the logo can be a strong effective solution, which I could incorporate into my own logo design projects. As well as the logo, the strong effective use of shape and colour can also be taken into consideration. The shape and colour used in BSO’s poster designs and marketing materials open up the subject and content of the orchestra in a clean and contemporary look and feel. I can use this forward thinking into my own poster and material designs.