Chicago Symphony Orchestra (CSO) Identity system Phase 1: Visual and verbal research
Sylvia (Hae Rim) Chun May 2015
Location Chicago Symphony Center: 220 South Michigan Avenue, Chicago, IL Downtown; located across The Art Institute of Chicago and the park district where many people visit. Since it’s in the Chicago Loop area, anyone can easily visit by public transportation.
Ravinia Festival: Ravinia Park, Highland Parks, Illinois Located in Chicago’s northern suburb where people can experience different atmosphere from the city.
Ravinia Festival Summertime-only outdoor concert venue
Chicago Symphony Center
Chicago Symphony Orchestra Identity system
Visual and verbal research Location
2
Brief history
Timeline
1891 Founded and the first concerts were given at the Auditorium Theatre led by Theodore Thomas
1904 Orchestra Hall, designed by renowned Chicago architect Daniel Burnham was built
2010 Riccardo Muti’s first recording with CSO released and won two Grammy awards
1916 First recording
1892
1905
1936
2013
First international tour
Began performing at Ravinia Park and appeared semi regularly until 1931
The Orchestra helped to inaugurate the first season of the Ravinia Festival
Began to present concerts in June in Chicago’s western suburbs Muti’s second recording with CSO released and won an International Opera award
Chicago Symphony Orchestra Identity system
Visual and verbal research History
3
Mission statement The central mission of the Chicago Symphony Orchestra Association is to present classical music through the Chicago Symphony Orchestra to Chicago, national and international audiences.
The mission is supported by four mutually reinforcing elements:
Artistic excellence continued international preeminence in the field of orchestral excellence
Audience development leading audience development initiatives
Education superior education and community programs
Financial stability fiscal responsibility for long-term stability
Chicago Symphony Orchestra Identity system
Visual and verbal research Mission
4
Existing graphic identity: mark
Designed by Carbone Smolan Agency. Mark: letter “C� as a music note Colors: red, black, white
Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
5
Existing graphic identity: printed promotions
Monthly calendars and details of the events
Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
6
Existing graphic identity: printed promotions
Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
7
Existing graphic identity: brochures
Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
8
Existing graphic identity: brochure interior
Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
9
Existing graphic identity: film series
Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
10
Existing graphic identity: posters
Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
11
Existing graphic identity: web
CSO sounds & stories: csosoundsandstories.org Online multimedia destination about CSO. Includes preview articles about upcoming programs, audio and video clips featuring the orchestra and visiting artists, and program notes about this season’s concerts.
Source - csosoundsandstories.org
CSO main webpage: cso.org
Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
12
Existing graphic identity: sub brands
PERCUSSION SCHOLARSHIP PROGRAM Select Chicago students in grades 4–12 develop into skilled percussionists under the guidance of percussionists Patricia Dash and Douglas Waddell.
SIR GEORG SOLTI CONDUCTING APPRENTICESHIP Applications are now available for the Second International Chicago Symphony Orchestra Sir Georg Solti Conducting Apprenticeship.
YOUTH AUDITIONS
CIVIC ORCHESTRA
The Crain-Maling Foundation Chicago Symphony Orchestra Youth Auditions offer an invaluable experience to young musicians.
The talented musicians of the Civic Orchestra of Chicago train with members of the renowned CSO to develop the skills necessary for a career with a professional orchestra.
CITIZEN MUSICIAN
CHILDREN & FAMILIES
The Citizen Musician initiative exists to sustain and expand the role of music in civic and cultural life by creating and enhancing communities through music.
The Chicago Symphony Orchestra can be a resource for families seeking to increase their knowledge of music.
CHICAGO YOUTH IN MUSIC FESTIVAL The Institute brings together Chicago’s leading organizations in music education and performance in celebrating the musical achievements of young people.
Source - cso.org Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
13
Existing graphic identity: sub brands
back
front Chicago Symphony Orchestra Identity system
Visual and verbal research Current identity & applications
inside 14
Similar organizations Typographic
Symbolic
Architectural
Chicago Symphony Orchestra Identity system
Visual and verbal research Similar organizations
15
Similar organizations: New York Philharmonic
Founded in 1842, the New York Philharmonic is the oldest active symphony orchestra in the United States. Current logo - new graphic identity designed by Paula Scher in 2009. The new identity takes as its inspiration the graphic line of the baton.
Chicago Symphony Orchestra Identity system
Visual and verbal research Similar organizations
16
Similar organizations: Royal Concertgebouw Orchestra
The Concertgebouw Orchestra was founded in 1888. On the occasion of its 100th anniversary in 1988, the orchestra officially received the appellation ‘Royal’. RSO has made over 1,000 recordings.
Chicago Symphony Orchestra Identity system
Visual and verbal research Similar organizations
17
Similar organizations: Orchestre Symphonique Genevois
An orchestra in Geneva, Switzerland, founded in 1977. Current identity was redesigned by KW43, corporate identity & design specialist of the GREY Group. A ‘sound logo’, which texts can be converted into music by playing the note heads that replace parts of the letters.
Chicago Symphony Orchestra Identity system
Visual and verbal research Similar organizations
18
Verbal inspiration
Chicago Symphony Orchestra Identity system
symphony
open
receive
preeminence
orchestra
peaceful
excellence
superiority
music
calm
concentration
community
classic
serenity
entertainment
leading
classical
vibrance
mind
long-term stability
sound
conformity
heart
education
sound wave
unity
melody
development
philharmonic
span
melodious
highly regarded
move
ensemble
tune
composition
movement
sign
consonance
brass section
motion
signal
lyric
energy
outreach
academic
tuneful
form
dynamic
band
harmony
igniting sparks
loudness
group
audio
diversity
softness
dissonance
artistic
flow
tune in
international
Visual and verbal research Words / Phrases
19
Classical art, architecture and music
Chicago Symphony Orchestra Identity system
Visual and verbal research Visual & verbal inspiration
20
Sound waves
Chicago Symphony Orchestra Identity system
Visual and verbal research Visual & verbal inspiration
21
Consonance and dissonance
Chicago Symphony Orchestra Identity system
Visual and verbal research Visual & verbal inspiration
22
Flow
Chicago Symphony Orchestra Identity system
Visual and verbal research Visual & verbal inspiration
23
Diversity
Chicago Symphony Orchestra Identity system
Visual and verbal research Visual & verbal inspiration
24
Vibrance
Chicago Symphony Orchestra Identity system
Visual and verbal research Visual & verbal inspiration
25
Outreach
Chicago Symphony Orchestra Identity system
Visual and verbal research Visual & verbal inspiration
26