Academy Of St Martin In The Fields Design & Branding ACADEMY OF ST MARTIN IN THE FIELDS by Fitch

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market United Kingdom
Agency Fitch
Creative Director David Roberts
Designer Ben Miles, Marie Julie Trijasson
Released April 2011

Credits & Description

Category: Logo Design
Product/Service: ORCHESTRA
Agency: FITCH
Date of First Appearance: Apr 1 2011
Entrant Company: FITCH, London, UNITED KINGDOM
Creative Director: David Roberts (FITCH)
Designer: Marie Julie Trijasson (FITCH)
Designer: Ben Miles (FITCH)
Media placement: Academy Of St Martin In The Fields Brand Identity - Brand Collateral Inc Print, Stationery, T-Shirts - April 2011

Describe the brief from the client
Whilst the Academy of St Martin in the Fields has established itself as one of the leading chamber orchestras in the world, it wanted to maintain and grow its relevance with patrons and supporters of the arts, both existing and new. We were therefore appointed to re-fresh their overall visual identity and to help communicate the updated version across key touchpoints, including print communication and website.

Describe the challenges and key objectives
The main challenge was to create a new identity for Academy of St Martin in the Fields that would appeal to both existing supporters of the arts and to new classical music fans. The new identity needed to create focus on the world stage, bring the collective of musicians together and add focus to the brand.

Describe how you arrived at the final design
The new identity is based on the direct effect each player has on the musical experience. An informal sketch design language brings to life each musician who has individually mastered their art. This is supported with a “musical logo“ which translates musical iconography into a word marque.

The photography, through highlighting interesting moments happening 'behind the scenes' brings to life the dedication that goes into playing for such an orchestra and again helps to make emotional connections that are both intimate and personal.

Give some indication of how successful the outcome was in the market