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Superunion: London Symphony Orchestra

If an orchestra takes inspiration from its conductor, why shouldn’t its brand?

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, delivering music education and 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.

Superunion 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.

If an orchestra takes inspiration from its conductor, why shouldn’t its brand? Superunion’s work with the LSO coincided with the appointment of Sir Simon Rattle as its new Musical Director, so they decided to put him at the centre of their thinking.

Working with Vicon Systems and The University of Portsmouths School of Creative Technologies, state-of-the-art cameras were used 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.

The data then created 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.

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The identity now stands where Sir Simon stands: front and centre. It is a source of inspiration for the LSO’s musicians and audiences alike and is a powerful expression of the classical music experience.

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