A MUSICAL CORPORATE FONT

TitleA MUSICAL CORPORATE FONT
BrandBERLINER PHILHARMONIE
Category G02. Typography
Product/ServiceBERLINER PHILHARMONIKER
Entrant SCHOLZ & FRIENDS Berlin, GERMANY
Idea Creation SCHOLZ & FRIENDS Berlin, GERMANY
Idea Creation 2 ATELIER DECHANT Vienna, AUSTRIA
Credits
Name Company Position
Matthias Spaetgens Scholz & Friends Chief Creative Officer
Robert Krause Scholz & Friends Managing Creative Director
Philipp Weber Scholz & Friends Creative Director
Atelier Dreibholz Atelier Dreibholz Art Direction
Felix John Scholz & Friends Copywriter
Yvonne Haupt Scholz & Friends Account Manager
Martin Hoffmann Berliner Philharmonie Artistic Director
Natalie Schwarz Berliner Philharmonie Marketing Director

The Campaign

With a simple idea, we emphasise the orchestra’s singular status in the music world. We give them what distinguishes many strong brands: a corporate font. In fact, the first musical corporate font, a corporate notation font. Its design is based on the orchestra famous pentangular logo. With the Scharoun Notation, the orchestra that sounds like no other orchestra can write music like no other orchestra.

Creative Execution

The starting point for the design is the orchestra’s brand. The shapes, lines and alignments of all notes and special characters directly deviate from the Berliner Philharmoniker logo. Its pentagonal, staggered silhouette was inspired by the Great Hall of the Berlin Philharmonic concert hall. The hall’s ground-breaking architectural structure was designed by architect Hans Scharoun, after whom the notation font was named.

Indication of how successful the outcome was in the market

The Scharoun notation font elegantly brings the unique musical character of the Berliner Philharmoniker before you even hear a single note. As such, the notation font’s design focuses the singular quality of the orchestra and further strengthens the value of the orchestra brand – to its musicians, to the audience and to fans around the world.

The objective was to find a new and unusual way to communicate the orchestra’s exceptional status to music lovers of all ages in Berlin, in Germany and all around the world. With a tight budget, we had to look for unusual communication measures.