ADC Awards
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Visual identity conducted by Sir Simon Rattle
Agency The Partners / London + University of Portsmouth / Portsmouth + Vicon Motion Systems / Oxford + Symphony Orchestra / London
Category
Typography / Use of Typography - Series
Annual ID
ADC_DES17014S
About the Work
Visual identity conducted by Sir Simon Rattle The London Symphony Orchestra (LSO) has an international reputation as a passionate and progressive orchestra. In 2017 they appointed the renowned conductor, Sir Simon Rattle. Despite their renown, they weren’t standing out in a sector full of traditionally represented orchestras. Inspired by the existing LSO logo, we created a new identity – starting at the same place the performance does; the conductor. Using motion capture technology we tracked Rattle’s conducting movements. Subsequently, we worked with a digital artist to transform the data into a series of interpretations and a short film to reflect the emotional qualities of the music. The film forms part of a visual language for the 2017/18 season, alongside photography of the musicians in motion, and two typographic approaches to reflect the conductor’s movements during the extremes of the music. New interpretations of motion will be created for LSO’s future.
2017 Awards
Total Points: 15
Silver Cube
Credits
Agency
The Partners / London
Client
London Symphony Orchestra / London
Production Company
Vicon Motion Systems / Oxford
University of Portsmouth / Portsmouth
Creative Director
Stuart Radford
Designer
Marc Spicer
Director
Suzanne Neal
Photographer
Ranald Mackechnie
Product Manager
Edward Appleyard
Karen Cardy
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