Title | THE LOGO BEHIND THE LOGO |
Brand | MUNICH PHILHARMONICS |
Product/Service | MUNICH PHILHARMONICS |
Category |
A01. Brand & Communications Design |
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
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.