| Title | THE VISUAL SOUND LOGO |
| Brand | THE MUNICH PHILHARMONIC |
| Product/Service | THE MUNICH PHILHARMONIC |
| Category |
B04. Posters |
|
Entrant
|
HEYE Munich, GERMANY
|
|
Idea Creation
|
HEYE Munich, GERMANY
|
Credits
| Zeljko Pezely |
Heye GmbH |
Creative Director |
| Andreas Weber |
Heye GmbH |
Senior Art Director |
| Christian Beitlich |
Heye GmbH |
Senior Copywriter |
| Sylvain Müller |
Heye GmbH |
Junior Art Director |
| Patrick Seifert |
Heye GmbH |
Junior Art Director |
| Matthias Mojse |
Heye GmbH |
Junior Copywriter |
| Amadeus Weineck |
Heye GmbH |
Art Director |
| Tamara Napowanez |
Heye GmbH |
Art Director |
| Sonja Herpich |
Freelancer |
Photographer |
| Pavel Sinev |
Freelancer |
Photographer |
The Campaign
The sound of the Munich Philharmonic is very unique. With this in mind, we let the musicians – a world first – play the orchestra's new logo. This resulted in "The Visual Sound Logo". The starting point is a waveform of a recording. Special software is used to simplify the form. This produces a unique logo from each piece played. But music is also a means of expressing emotions. Each piece tells a story. And these stories – linked to the respective logo form as a key element – are conveyed by the concert posters for the season.
Creative Execution
Concert posters for orchestras usually work according to the same pattern: the details for the concert are accompanied by images of the conductor or the orchestra. The brand itself is secondary – until now. By centrally positioning the respective logo form in interaction with the artistically interpreted message of the piece, the "Munich Philharmonic" brand becomes the main focus of each individual poster.
Indication of how successful the outcome was in the market
The new advertising is effective. The response in the arts sections of the local and national press is diverse and positive.
The presence in public places, including advertising pillars, bars and clubs, makes the Munich Philharmonic a topic of conversation among younger audiences and generates new Facebook fans (+5% and up to 19% more profile visitors since the relaunch). It also results in more sold-out concerts in the 15/16 season. New formats, including appearances in clubs and an inaugural three-day festival with a special day for younger concertgoers, were also sold out.
All orchestras are distinguished by a very obvious factor: the sound. Our design strategy is aimed at making this something special. And expressing the modern artistic standards of the concerts while communicating the concert theme.