THE LOGO BEHIND THE LOGO

TitleTHE LOGO BEHIND THE LOGO
BrandMUNICH PHILHARMONICS
Category A01. Brand & Communications Design
Product/ServiceMUNICH PHILHARMONICS
Entrant KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation 2 KOREFE Hamburg, GERMANY
Production KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 2 KOREFE Hamburg, GERMANY
Additional Company MUNICH PHILHARMONIC ORCHESTRA, GERMANY
Credits
Name Company Position
Christian Beuke Munich Philharmonic Orchestra Marketing Manager
Monika Laxgang Munich Philharmonic Orchestra Marketing Manager
Fabian Frese Kolle Rebbe GmbH Chief Creative Officer
Alan von Lützau Kolle Rebbe GmbH / Korefe Head of Innovation and Design
Moritz Kiehn Kolle Rebbe GmbH / Korefe Account Supervisor
Fridjof Vieth Kolle Rebbe GmbH Copywriter
Mitja Schneehage Kolle Rebbe GmbH / Korefe Designer
Andreas Gühne Kolle Rebbe GmbH / Korefe Designer
Thomas Knüwer Kolle Rebbe GmbH Artist Film

Cultural / Context information for the jury

For 125 years, the Munich Philharmonic has been one of the most important orchestras in the world. In their work, the musicians follow three clear values. These values are reflected in the orchestra’s logo. For its 125th birthday, we were tasked with designing a new logo that draws attention to the anniversary. Given that German concertgoers are often very closely connected to “their” orchestra and rather conservative, we had to find a solution that is innovative and celebrates the constant change in music, while at the same time, staying true to the orchestra’s history and values so as not to scare off long-time fans.

Tell the jury about the typography.

Instead of developing a jubilee logo that would compete with the brand logo, we thoughtfully refashioned the existing logo. Because if one looks closely, the number 125 has always been hidden inside. All we had to do to make it visible, was rotate it. The new logo is being used during the entire jubilee repertory season, which started in September 2018. It is used in OOH flights, in the concert hall during the anniversary concert, on merchandise and online (animation and still) on the orchestra’s website as well as on their social media channels. Fans of the orchestra love the new logo and the jubilee repertory season is thus far the most successful in the philharmonic’s history.