One of the oldest philharmonic societies in Russia, the Sverdlovsk Philharmonic’s hall celebrates its 85th anniversary this year, the institution marking this milestone with a series of cultural activities. Amongst the grandiose events that are implemented to celebrate the moment is embracing a new brand style.
According to the head of the philharmonic, Alexandr Kolotursky, the old identity no longer mirrors the values and goals that the institution has in mind at this point in its development. As a result, the cultural center decided to change its visual repertoire, a creative process that Voskhod agency carefully developed.
In creating the new brand identity, the Moscow-based agency faced two challenges: First, they had to deliver a visual signature that places the philharmonic among the best music halls in the world. Second, they had to keep in mind the two buildings within the architectural ensemble of the philharmonic — the classic building and the new one that is being built by Zaha Hadid Architects bureau.
“I will honestly say that, at first, I was skeptical about the proposed ideas but gradually I felt the great potential inherent in the new visual image. Now I believe that the new identity gives us a chance to move forward and help emphasize the attractiveness of our activities for society,” Alexander Kolotursky said about the new identity.
Developed in line with the musical waves and replicating the curved lines that define the new building’s majestic contour, the new brand identity faithfully and acoustically resonates with its sources of inspiration — architecture and music — being a feast for both the eyes and ears of the audience.
The new building’s silhouette is revealed through the logo’s font typeface while the colors, black and white, are a symbolic reference to the musical notes written on a score and “can be easily accompanied by other content−driven colors. The new brand style is dynamic and flexible. It adapts to all digital platforms and channels, and that corresponds well with the philharmonic’s plans to develop their digital image,” says the agency.
Client: Sverdlovsk Philharmonic