branding a classical orchestra

The Rundfunk-Sinfonieorchester Berlin (The Berlin Radio Symphony Orchestra) RSB is a symphony orchestra comprised of excellent professional musicians committed to widening access to classical music. Until very recently the orchestra has been conducted by Marek Janowski, now succeeded by Vladimir Jurowski. RSB performs concerts at various locations including the Konzerthaus Berlin and the Berlin Philharmonic.

The Rundfunk-Sinfonieorchester Berlin holds an internationally recognized position as one of Berlin’s top orchestras and in the highest echelon of German radio orchestras. Outstanding young conductors from the international music scene have made their Berlin debuts with the RSB. After Andris Nelsons, Kristjan Järvi, Yannick Nézet-Séguin, Vasily Petrenko, Jakub Hrůša, Alain Altinoglu, Omer Meir Wellber, Alondra de la Parra and Lahav Shani in past years, in the 2017/2018 season debutantes with the Rundfunk-Sinfonieorchester Berlin will include Karina Canellakis, Michael Francis and Thomas Søndergård.

When we first saw the RSB in action we were surprisingly touched by their performance. The environment, the look, the sound and the feeling, it was all about the music, the music was everything. From that moment on we decided to place emotion at the core of the marketing campaign. The feelings invoked by the music, however, are short lived and of an entirely personal nature, different for every individual listener, depending on his cultural and biographical background. We have therefore tried to capture and retain them in the RSB logo using a combination of light and colour and the transition between sharpness and blur.

There was a need not only to create a strong, professional brand that would help them secure corporate support, but also to attract a new, wider audience. Following the creation of the logo, brand guidelines were developed to include areas such as font and logo usage, colour palettes and a range of visual applications. ‘Das Wesentlische ist die Musik. Das Wesentlische ist die Emotion‘ (‘All that matters is the music. All that matters is the emotion‘) is their new motto, and befitting of their ambition to bring their delicious music to people and spaces around Europe.

Next to the campaign, we produced an app to find the perfect fitting concerts for the audience based on their personal preferences.