Chicago Symphony Orchestra (CSO) Identity system Phase 2 + 3: Mark development
Sylvia (Hae Rim) Chun May 2015
Words
Images
consonance dissonance sound wave
outreach diversity
flow vibrance classical
Chicago Symphony Orchestra Identity system
Mark Development Visual & verbal inspiration
2
Consonance and dissonance Letterform
Sound wave Emblem
CSO
Chicago Symphony Orchestra Identity system
Mark Development Mark sketches
CSO
CSO
3
Flow Emblem
CSO
CSO
CSO
Outreach Pictorial
Chicago Symphony Orchestra Identity system
Mark Development Mark sketches
4
Vibrance Abstract / Pictorial
CSO Classical Wordmark
CHICAGO SYMPHONY ORCHESTRA
Chicago Symphony Orchestra Identity system
Mark Development Mark sketches
CHICAGO SYMPHONY ORCHESTRA
CHICAGO SYMPHONY ORCHESTRA
5
Diversity Letterform
Outreach, diversity, flow and sound wave Emblems
Chicago Symphony Orchestra Identity system
Mark Development Mark sketches
6
Mark development: visualization of sound qualities
CSO
CSO
brassy
Chicago Symphony Orchestra Identity system
strident
Mark Development Mark explorations
CSO
shrill
CSO
dynamic
7
Final Mark System
brassy
strident
shrill
bright
reedy
brilliant
pastoral / nostalgic
happy / cheerful / triumphant
tranquil / calm / peaceful
Chicago Symphony Orchestra Identity system
Mark Development Mark System
dark
light
abrasive / frightening / mysterious
resonant
mellow
sad / melancholy / dark
dull
angry / intense / powerful
8
Mark System: system applied to musical pieces
Beethoven’s Symphony no. 6 (Pastoral Symphony)
Chicago Symphony Orchestra Identity system
Mark Development Mark System
John Zorn’s Cobra
Prokofiev’s Symphony no. 5
Beethoven’s Sonata no. 21 (Waldstein)
9
System with type explorations
CSO
CHICAGO SYMPHONY ORCHESTRA
CHICAGO SYMPHONY ORCHESTRA
220 S. Michigan Ave. Chicago, IL 60604 cso.org
CHICAGO SYMPHONY ORCHESTRA Chicago Symphony Orchestra Identity system
Mark Development Type explorations
10
Final Mark: basic mark (institution)
Chicago Symphony Orchestra Identity system
Mark Development Final mark
11
Typography Headline UNIVERS 67 Bold Condensed (only the first letter) UNIVERS 47 Light Condensed
Subhead UNIVERS 47 Light Condensed (all
ORCHESTRAS ORCHESTRAS
caps)
Body
Orchestras: Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled
UNIVERS 67 Bold Condensed (small
it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing
emphasis, emphasis in the body text)
Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
UNIVERS 47 Light Condensed
Headline + Subhead + Body
ORCHESTRAS ORCHESTRAS Orchestras: Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
Chicago Symphony Orchestra Identity system
Mark Development Final typography
12
Pattern / Graphics Pattern and/or graphics that broaden the visual identity (show up in applications).
centered, overlapped patterns
Chicago Symphony Orchestra Identity system
Mark Development Final mark pattern / graphics
large, blown-up overlapping patterns
patterns individually used
13
Applications: stationery
220 S. Michigan Ave. Chicago, IL 60604 T 312.294.3000 F 312.294.3001 cso@cso.org cso.org
June 16, 2015
Ms. Anne Wilson School of the Art Institute of Chicago 37 South Wabash Avenue Chicago IL 60603
HELEN FRANKENTHALER manager T 312.294.3002 (direct) jreeves@cso.org 220 S. Michigan Ave. Chicago, IL 60604 T 312.294.3000 F 312.294.3001 cso.org
side one
Ms. Anne Wilson School of the Art Institute of Chicago 37 South Wabash Avenue Chicago IL 60603 Dear Ms. Wilson, Thank you for contacting us about our involvement in your upcoming lecture series. Volorem quia con repratet labore et dicimiliqui dion provitibusa quos et ut voluptur sitatia a nobitatur aciendus quis dolorumquiam qui odit ut es in pori dolum aspidit autate por sed eum sitatur ra dolupti nobis cor re placestor aligendani beris illest molo coribus mo tempor sequiaepero volorer uptias quiatem oditate minciunt harchit pro iur aliquam laboristion nonsequamus porum susam quist ditin nis adi ulpa aut velit, qui quatus quam aliquiatum lam qui dolorrumquam vende apidis essit, que quo vitatet et ut aut ut que dis alia vere dellam, cone et fuga. Et qui renim iunt utatiatis ma quodic tempores di cum a nos est quas doluptam am venem nienimos ut hil ipsamet que etur re, non rem natiusci tempore rfercienis excesequi doluptature volo doluptasi odicipis et pratem hillaut hil iliqui dicabor aut essinci doles quae nes dolorem poreperitiam si corem est, consequi sa que cusam voluptatem qui dolorem sum eaturi berrorr ovitiunt. La nonsed quiamustium santoribus dolorporum inciatu sandandisite pedit rempori onsequi bla con nus, ommolore venist quibere moloris porent quia vellendus et deligendani quunt eat doluptam, te reiumquunt labore pro eos evelisti dest, alisintio molenti denempero dolor alit excepudae vendam lab in ex expliti ntore, num ea commoluptia inctur?La nonsed quiamustium santoribus dolorporum inciatu sandandisite pedit requi bla conibere moloris porent quia vellendus et deligendani quunt eat doluptam, te reiumquunt labore pro eos evelisti dest, alisintio molenti denempero dolor alit excepudae vendam lab in ex expliti ntore, num ea commoluptia inctur.
side two
Sincerely, Jane Smith Vice President, Outreach Company name
Chicago Symphony Orchestra Identity system
Mark Development Application
14
Applications: stationery
Ms. Anne Wilson School of the Art Institute of Chicago 37 South Wabash Avenue Chicago IL 60603
cso.org
220 S. Michigan Ave. Chicago, IL 60604
Chicago Symphony Orchestra Identity system
Mark Development Application
15
Applications: stationery
Chicago Symphony Orchestra Identity system
Mark Development Application
16
Applications: stationery
220 S. Michigan Ave. Chicago, IL 60604 T 312.294.3000 F 312.294.3001 cso@cso.org cso.org
June 16, 2015 Ms. Anne Wilson School of the Art Institute of Chicago 37 South Wabash Avenue Chicago IL 60603 Dear Ms. Wilson, Thank you for contacting us about our involvement in your upcoming lecture series. Volorem quia con repratet labore et dicimiliqui dion provitibusa quos et ut voluptur sitatia a nobitatur aciendus quis dolorumquiam qui odit ut es in pori dolum aspidit autate por sed eum sitatur ra dolupti nobis cor re placestor aligendani beris illest molo coribus mo tempor sequiaepero volorer uptias quiatem oditate minciunt harchit pro iur aliquam laboristion nonsequamus porum susam quist ditin nis adi ulpa aut velit, qui quatus quam aliquiatum lam qui dolorrumquam vende apidis essit, que quo vitatet et ut aut ut que dis alia vere dellam, cone et fuga. Et qui renim iunt utatiatis ma quodic tempores di cum a nos est quas doluptam am venem nienimos ut hil ipsamet que etur re, non rem natiusci tempore rfercienis excesequi doluptature volo doluptasi odicipis et pratem hillaut hil iliqui dicabor aut essinci doles quae nes dolorem poreperitiam si corem est, consequi sa que cusam voluptatem qui dolorem sum eaturi berrorr ovitiunt. La nonsed quiamustium santoribus dolorporum inciatu sandandisite pedit rempori onsequi bla con nus, ommolore venist quibere moloris porent quia vellendus et deligendani quunt eat doluptam, te reiumquunt labore pro eos evelisti dest, alisintio molenti denempero dolor alit excepudae vendam lab in ex expliti ntore, num ea commoluptia inctur?La nonsed quiamustium santoribus dolorporum inciatu sandandisite pedit requi bla conibere moloris porent quia vellendus et deligendani quunt eat doluptam, te reiumquunt labore pro eos evelisti dest, alisintio molenti denempero dolor alit excepudae vendam lab in ex expliti ntore, num ea commoluptia inctur.
Sincerely, Jane Smith Vice President, Outreach Company name
Chicago Symphony Orchestra Identity system
Mark Development Application
17
Applications: stationery
HELEN FRANKENTHALER manager T 312.294.3002 (direct) jreeves@cso.org 220 S. Michigan Ave. Chicago, IL 60604 T 312.294.3000 F 312.294.3001 cso.org
side one
Chicago Symphony Orchestra Identity system
Mark Development Application
side two
18
Applications: brochure covers
ORCHESTRAS THREE EPIC ORCHESTRAL DEBUTS
JAZZ
PIANO VIRTUOSITY AT ITS FINEST
Subscribe now and save up to 35%
Subscribe now and save up to 40%
Sergei Prokofiev
Cobra
Symphony no. 5
JOHN ZORN
Ludwig van Beethoven Sonata no. 21 (Waldstein)
YANNICK NEZET-SEGUIN
DIANNE REEVES
2014/15 SEASON
2014/15 SEASON
2014/15 SEASON
312.294.3000 cso.org
312.294.3000 cso.org
312.294.3000 cso.org
Chicago Symphony Orchestra Identity system
Mark Development Application
19
Applications: banners
Sergei Prokofiev Symphony no. 5
YANNICK NEZET-SEGUIN DIRECTOR
Thursday, May 14, 8:00 Saturday, May 16, 8:00
Chicago Symphony Orchestra Identity system
Mark Development Application
20
Applications: poster
Chicago Symphony Orchestra Identity system
Mark Development Application
21
Applications: poster
Symphony NO.
6
Beethoven Symphony no. 6 (Pastoral Symphony), Strauss and Schubert Selected songs
JAPP VAN ZWEDEN CONDUCTOR
Thursday, May 14, 8:00 Saturday, May 16, 8:00 Thursday, May 21, 1:30
Global Sponsor of the CSO
cso.org
220 S. Michigan Ave. Chicago, IL 60604
Chicago Symphony Orchestra Identity system
Mark Development Application
22
Applications: website
MY CART
MY ACCOUNT
LOGIN
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RICCARDO MUTI MUSIC DIRECTOR
Tickets & Events
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Sounds & Stories
Institute
About
Contact us
Ravel, Debussy, Szymanowski
MAY 3 PIANO
CÉDRIC TIBERGHIEN CSO MARK SYSTEM
Chicago Symphony Orchestra Identity system
Mark Development Application
SEASON CALENDAR
UPCOMING CONCERTS & EVENTS
NEWS
CSO RADIO PLAYER
23
Mark animation 1
2
3
Dark
6
7
Brassy
11
16
Chicago Symphony Orchestra Identity system
Resonant
8
Mellow
12
Light
4
5
Shrill
9
Brilliant
Strident
10
Dull
13
14
18
19
Reedy
15
Bright
17
Mark Development Animation
20
24