TDC Awards
Established in 1953, the TDC competition is the longest running, most prestigious, global typography and type design competition. For over 70 years, it has recognized typographic excellence and celebrated new typeface designs in all global languages.
Learn more about TDC72
Category
Motion / Kinetic Typography - Single
Annual ID
TDC70_CD003
The Orchestra Sinfonica di Milano is the reference for the great symphonic repertoire. They decided to abandon the former identity "La Verdi".
The task was to create a universal inclusive identity. To make the Orchestra fully accessible we created a language as universal as music, a visual system understandable by everyone. Studying the Milanese Futurist manifesto "Words in Freedom", which used onomatopoeias to express sounds with words, we translated the music into "sounding visuals" that anyone can feel before understanding.
It has the potential for reactive interaction with music. The brand logo represents a sound wave generated from the “M” glyph with the shape of Milan’s Cathedral.
A custom typography capable of playing music just like an Orchestra does - TUMB TUMB - was developed to add an unexpected contemporary demeanour that creates a pairing between the Orchestra and its host city, two evolving entities in step with the times.
The task was to create a universal inclusive identity. To make the Orchestra fully accessible we created a language as universal as music, a visual system understandable by everyone. Studying the Milanese Futurist manifesto "Words in Freedom", which used onomatopoeias to express sounds with words, we translated the music into "sounding visuals" that anyone can feel before understanding.
It has the potential for reactive interaction with music. The brand logo represents a sound wave generated from the “M” glyph with the shape of Milan’s Cathedral.
A custom typography capable of playing music just like an Orchestra does - TUMB TUMB - was developed to add an unexpected contemporary demeanour that creates a pairing between the Orchestra and its host city, two evolving entities in step with the times.
2024 Awards
Total Points: 20
TDC Winner
Credits
Agency
Landor / Milan
Creative Director
Mattia Castiglioni
Design Director
Alessio Galdi
Lead Motion Designer
Salvatore Illeggittimo
Senior Designer
Andrea Maddaloni
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