LONDON SYMPHONY ORCHESTRA THE BRAND
THE BRAND
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THE LOGO
05 07 09 11 12 13 17 23
USAGE AND MISUSAGE COLOURS ADDITIONAL GRAPHICS
TYPOGRAPHY STATIONARY BRAND EXTENSIONS
CREDITS
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THE BRAND
The London Symphony Orchestra is widely regarded as one of the world’s leading orchestras. Its many activities include an energetic and ground-breaking education and community programme, a record company (LSO Live), and exciting work in the field of information
“Music is love in search of a word”
technology. Over a century after it was formed, the LSO still attracts the best players, many of whom also have flourishing solo and chamber music careers. The LSO also draws on an enviable roster of soloists and conductors, starting with Principal Conductor Valery Gergiev, LSO President Sir Colin Davis, and Daniel Harding and Michael Tilson Thomas as Principal Guest Conductors.
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THE LOGO
The London Symphony Orchestra logo has been reduced to its initials – its worldwide recognition defies the need for its full title.
Each letter is made up of five distinct lines representing the five bar staffs of a music sheet. The logo is at once a classic form that nods back to its classic form, yet exudes a lively, modern feeling that seamlessly adapts to the many new branches of the LSO that have been developed throughout the years. With its versatile aesthetic, the logo can be easily translated from a professional to a more playful realm. While the LSO usually needs no introduction, an alternative logo featuring its full name may be utilized in more professional instances where the full title is preferred, including the company stationary and legalities.
LONDON SYMPHONY ORCHESTRA
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LOGO USE AND MISUSE
PROPER USAGE Fig. 1 – do surround the logo with ample space and as little distraction as possible. It is a beatiful and delicate logo that deserves full attention around its environment and where it is placed. Fig. 2 – if the logo is used in a small thumbnail format somewhere around the identity branding, the substitute of just the full name of the orchestra may be used as an alternative. Fig. 3 – the logo’s colour may change in any environment, not just black. Make sure the colour fits in with the design aesthetic of the brand and that it highlights the environment in which it is placed.
LONDON SYMPHONY ORCHESTRA
MISUSAGE Fig. 1 – do not change the stroke weight. The logo was designed so that the strokes and lines specially thicken and widen in appropriate places to demonstrate movement, and making each line thick takes away from the delicate beauty of the logo. Fig. 2 – do not condense the strokes into a minimal, singular stroke. Fig. 3 – do not stretch or alter the shape of the logo. Fig. 4 – do not place the logo on any busy imagery. It is a delicate logo for an esteemed orchestra that should not be placed in a busy environment. Fig. 5 – do not make the colours different, or appropriate the LSO colours. Fig. 6 – do not try to condense or reshape the letters of the logo to find onto the same x-height.
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COLOURS
The full scope of the sound the LSO performs is almost impossible to visualize. Colours help to show their bold vibrancy.
The colours of the LSO are kept at a minimum, using only two main complementary colours, but the boldness of the magenta with the cyan creates a whole world of visual potential for the orchestra. The warm and cool colours were chosen as they are polar opposites, reflecting the way the LSO plays such diverse music as Wagner and the Star Wars soundtrack, and the way classical music has surprising cresendos, peaks and valleys that may be sharp and unexpected, yet work well as a unit. A gradient is also utilized in many of the LSO’s branding elements, going from cyan to magenta much like the way music goes from one mood to another. NOTE: some colours within the gradient may not be Pantome compatible. A colour found near the center of the gradient is shown here for referece.
RGB – 0 / 0 / 0 CMYK – 75 / 69 / 68 / 90 PANTONE – 426 C RGB – 255 / 255 / 255 CMYK – 0 / 0 / 0 / 0 PANTONE – 7541 C
RGB – 38 / 169 / 224 CMYK – 71 / 16 / 0 / 0 PANTONE – 298 C RGB – 117 / 92 / 163 CMYK – 62 / 73 / 3 / 0 PANTONE – 272 C RGB – 235 / 0 / 140 CMYK – 1/ 99 / 0 / 0 PANTONE – 219 C
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ADDITIONAL GRAPHICS
A short bar with a curved and pointed edge is one of
This musical note graphic is used exclusively on the
the main graphic elements of the LSO. It works as both
official LSO envelope. It is meant to look like a musical
a seperator of information and images as well as an
air mail of sorts, with its three lines depicting the airmail
abstracted depiction of a violin’s bow. The bar with the
logo often used in post offices. The lines also mirror
colour gradient is used predominately on promotional
the five lines used in the LSO logo and its website.
tools, including the posters and website, while the solid bar is used in the stationary.
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TYPOGRAPHY
PRIMARY TYPE
SECONDARY/ONLINE TYPE
Aa
Aa
Aa
Aa
The brand identity of the LSO utilizes Avenir LT Std
Arial (PC) and Helvetica Neue (Mac) are used for
exclusively on all print promotional items. The use of
online materials including the LSO website and online
a single typeface easily ties all aspects of the branding
promotional tools that do not support additional
together, and gives the information a clean and modern
typefaces. While similar in form to Avenir, these fonts
feel. Its easy legibility and lack of contrast in letter
were chosen for their modern simplicity that transcends
heights allows for a convenient reading experience.
visual trends.
The London Symphony Orchestra is one of the most popular and acclaimed orchestras in the world.
The London Symphony Orchestra is one of the most popular and acclaimed orchestras in the world.
The London Symphony Orchestra is one of the most popular and acclaimed orchestras in the world.
The London Symphony Orchestra is one of the most popular and acclaimed orchestras in the world.
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STATIONARY
How we communicate is essential to our success. How we look when we do it is even more so.
The stationery for the London Symphony Orchestra was specifically designed to reflect the company’s unique aesthetic, yet be versatile enough to express whatever is needed to be communicated. The stationary set – a letterhead, an envelope and a business card – all share a similar aesthetic that features plenty of white space for personalization and customization, while retaining the brand’s unique look. Each item in the stationary set contain unique features that visually shows the uniqueness of the Orchestra. When used together, they form a complete set that is both attractive, original and versatile. People will love using LSO’s stationery in expressing themselves outside of music.
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STATIONERY
The LSO business card features a unique tab that supports the logo, making it a standalone element of sorts within the design. The tab where the logo is placed will be die cut, so that it can be used as a bookmark of sorts for LSO musicians to hold their music sheets together during playing music. The cardstock is durable enough to withhold a large number of papers. The letterhead features graphics that are used on other elements of the LSO brand. A closeup enlargement of the S in the LSO logo is used here as a decorative element, as well as the gradient which is seen as a solid bar across the right hand side. The LSO envelope also features a closeup of the S, in addition to the gradient which is found inside the
Valery Gergiev Principal Conductor vgergiev@lso.co.uk
envelope. A special “musical mail� graphic is found
Barbican Cent re, 6 Silk Str eet London, EC2Y 8D S +44 (0)20 7588 111 6
on the envelope flap, along with the full name of the orchestra.
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BRAND EXTENSIONS
How a brand is carried throughout an assortment of guises is a test of its strength. Under a variety of mediums, the LSO never loses its place.
The brand extensions of the London Symphony Orchestra is essential in the building of its brand new look. In the website, posters and assorted merchandise and promotional items, the original look developed in the logo and stationary have been carried through to such items, but each of these brand extensions have put a slightly different twist to it, keeping the brand consistent and uniformed yet introducing an element of freshness and surprise to each item, keeping interest in the brand. The website develops upon the five strokes that represent a music sheet bar. It is the source of all music, and acts as the source of all information on the LSO website. The collapsing and widening sections allows for a leisurely, legible and visually stimulating surfing experience – not to mention the LSO jukebox.
Wednesday 18 March 2009 | 8°C
LONDON SYMPHONY ORCHESTRA
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LSO St. Luke’s Calendar
News On This Day...
12 March 2009
5 March 1967 YouTube The LSO started work on Symphony Beatles’ landmark album Orchestra winners Pepper & the Lonely Hea Band, with István Kertés announced principal conductor. The was released 4 months l YouTube has announced the names of the 90 on 1 June 1976. musicians who will take part in the performance Hall on 15 April. The musicians were shortlisted YouTube community. Read the announcement on the YouTube Blog Buy tickets for Carnegie Hall
Sir Colin at 50
8 March 2009 LSO Discovery fundraiser
March 2009, 2:00 PM O Family Workshop
O St Luke's e afternoon will include a ative workshop with Ray ach and LSO players as the opportunity to explore gical sounds. ad more
March 2009, 6:00 PM BC Radio Night O St Luke's C Radio 3 marked the estone with a week of ecial Performance on 3 grammes.
LSO Discovery will be holding a special Sir Colin and the LSO hav children’s concert to fundraise the new building Feb 2009, 2:00 PM making music together fo to be built through the LSO Music Education O Discovery Day 50 years, and last year, a O St Luke's fruitful seasons as the Orchestra's chestra s This special afternoon for Principal Conductor, he became children of all ages will our President. Our unique and include performances by enduring relationship Sir Colin, the ultimate musician.
12 March 2009, 7:30 PM Wagner Parsifal
Barbican Hall Valery Gergiev conducts Act III of Wagner's opera Parsifal, and Henri Dutilleux's Tout un monde lointaine. Read more
6-8 March 2009, 7:30 PM Tchaikovsky 6
Barbican Hall Antonio Papan conducts Tchaikovsky's final symphony, No 6 (Pathétique) and Rachmaninoff's Third Piano Concerto performed by Leif Ove Andsnes. Read more
3 March 2009, 8:00 PM Star Wars – The Highlights
Royal Albert Hall One of the greatest films in cinematic history, the LSO orchestra scored and played the trilogy’s score. Valery Gergiev conducts with special guests. Tihis event is sold out. Read more
l 2008, Sir Colin SO, baritone man and the ny Chorus in the es MacMillan's When asked e to ask to write. 0th birthday, Sir ave made a more of MacMillan, and major event, being to be written as hey were seen
Sir Colin Davis has been nominated for Best Male Artist in this
Please click play to start the jukebox
Newsletter Contact
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BRAND EXTENSIONS
Jazz geniuses* 20 March 2009, 7:30 PM LSO Youth Jazz Band Big band standards, contemporary jazz, new compositions – there is something for everyone, served with the verve and zing that only youth can provide . 20
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*Studies indicate that startin g a child’s musical educatio n at an early age is linked to higher IQ levels
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Book at lso.co.uk or call 0845 120 7592 All tickets £5–£27
The promotional posters for the LSO feature interesting
The poster keeps faith to the LSO’s typography and
and often funny facts about artists past and present.
use of bright colours, appealing to a vast audience
They promote the advantages of listening to classical
yet keeping it’s modern sophistication that is not just
music and the benefits that it could have on one’s health.
limited to classical music.
The facts have been gathered and collected from various reliable publications in and around Britain.
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BRAND EXTENSIONS
The official apparel of the LSO targets a large
iconography, feeling both modern and retro at the
demographic, not just people looking for a souvenir
same time. The t-shirts will help to strengthen the
from the gift shop. The designs of the t-shirts were
brand outside of the music realm – although they
designed for the everyday Londoner, proud to wear
are related to the branding and purpose of the LSO,
their local orchestra on their sleeves. The colours
the visuals seen on the t-shirts appeal to a far wider
prominent in the branding are repeated here with a
demographic.
fresh take on traditional British and classical music
A promotional CD “The Sound of London” is to be distributed exclusively in The Sunday Mail and after shows at LSO St. Luke’s. It will be a six track sampler 01
A SECTION OF LSO RECORDINGS
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Mastered by Pesche @Townhouse Excecutive Producer: Collins Conductor: Vladimir Guvasla v
Beethoven Symphony No. 5 Abbey Road Medley
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Debussy Petite Suite |Ballet|
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Sibelius Symphony No. 1
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Kind of Blue
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Star Wars Trilogy |Main Title|
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highlighting the best of the Orchestra, giving both existign and potential audience members a full scope of the music they play and excel at, from Beatles medleys to Beethoven’s most celebrated Symphony. The artwork for the logo is based upon sound waves created by the sounds made by the orchestra. It is
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01 Beethoven Symphony No. 5 Produced by Nellee Hoope r. Recorded by Greg Collins and Ian Rossiter; Programming Samuel Littlemore; Assistant eng er Kevin Mills; Guitars and keyboa rds corded and performed by Lin Perry; Additional guitars Rusty Anderson; Background vocals Mimi Parker; England; Assistant engineer David Traeheam; 2ndassistant engineer Rob Hagett
03 Debussy Petite Suite |Ballet | Recorded by Greg Collins and Ian Rossiter; Programming Samuel L. Littlemore; Assistant engineerKevin Mills; Guitars and keoa rds recorded and performed by Linda Perry; Additional guitars Rusty Anderson; Background vocals by Mimi Parker; England; Assistant enginee r.
04 Sibelius Symphony No. 1 Produced by Nellee Hooper . 02 Recorded by Greg Collins and Ian Abbey Road Medley Rossiter; Programming Samuel Produced by Nellee Hoope r. Recorded at Home Recordings, Recorded by Greg Collins and Ian London, England and Henson Rossiter; Programming Samuel Recording Studios, Hollywood, CA; Recorded at Home Recordings, England; Assistant engineer David London, England and Henson Traeheam; 2nd assistant engineer Recording Studios, Hollywood, CA; Rob Hagett with Greg Collins Mixed by Mark "Spike" Stent The Mix Suite, Olympic Studios, 05 London, Eng; Assistant engineer Kind Of Blue David Traeheam; 2nd assistant Produced by Nellee Hooper . engineer Rob Hagett Recorded by Greg Collins and Ian Rossiter; Programming Samuel Recorded at Home Recordings, London, England and Henson Recording Studios, Hollywood, CA; Mixed by Mark "Spike" Stent ta Mix Suite, Olympic Studio, London, England; Assistant enginr David Traeheam; 2nd assistant engineer Rob Hagett
06 Stars Wars Trilogy |Main Title| Produced by Nellee Hooper . Recorded by Greg Collins and Ian Rossiter; Programming Samuel Recorded at Home Recordings, London, England and Henson Recording Studios, Hollywood, England; Assistant engineer David Traeheam; 2nd assistant engineer Rob Hagett with Greg Collins Mastered by Pesche @Townhouse Excecutive Producer: David Collins Conductor: Vladimir Guvasla v Nequiam nim necabor eperibus trum eici ut volori busrerum velitia consequi dis dolorep reptate catiu meye dol lam doluptatium quas ario quossit elicaturseudnsedita verae pliquatum as as deapedistgo, tem doloren distia derovidis entorrum volupta tecto tatur alit maximinum que od quam volore volupta volorestiam aut ea sequatiberit et autectur, voles denim quasimo Diciam fugiassit as dio. Ut pos etur seque quo et e r ptas volorat attus aliasera ea quateay ohstiu doles magnisit hilibus et, fgof ficient eos eceper ibusamreria sin reiur? Occusant deso laus dolull piet .
Visit our website at www.lso.co.uk to book tickets, buy music and find out mor e about our community event s Elicaturse audionsedita verae pliquatum as as dent apedistgo, doloren distia dvidis fgdf sdfsd entorrum volupta tecto ta reinve lit mminum.
expressed graphically through the vibrant gradients of fuschia and cyan used predominantly in the branding of the LSO. Elsewhere, the typography listing the tracklisting and production credits are set in a tight grid, constrasting the abstract flow of the cover design.
Images by Patrick Demarchelier provided by the LSO. Manual designed by Gordon Yu.
For more information on the LSO including show times and the online store Please direct yourself to www.lso.co.uk