A SOUND LOGO – INSPIRED BY HAMBURG. by Kempertrautmann Hamburg for Philharmoniker Hamburg

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A SOUND LOGO – INSPIRED BY HAMBURG.

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Industry Culture, Leisure & Sport
Media Print, Magazine & Newspaper, Case study
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Marcell Francke, Patrick Matthiensen
Art Director Leif Johannsen, Bruno Luglio David
Copywriter Sebastian Merget
Released April 2011

Awards

Epica Awards 2011
Design Graphic Design Gold

Credits & Description

Category: Best Use of Audio
Advertiser: PHILHARMONIKER HAMBURG
Product/Service: ORCHESTRA
Agency: KEMPERTRAUTMANN
Date of First Appearance: Feb 12 2011
Entrant Company: KEMPERTRAUTMANN, Hamburg, GERMANY
Creative Director: Marcell Francke (kempertrautmann)
Creative Director: Patrick Matthiensen (kempertrautmann)
Art Director: Leif Johannsen (kempertrautmann)
Art Director: Bruno Luglio (kempertrautmann)
Copywriter: Sebastian Merget (kempertrautmann)
Account Manager: Constanze Frink (kempertrautmann)
Account Manager: Caterina Leisinger (kempertrautmann)
Audio Production: (Audioforce)
Camera: Eric Bosaller
Media placement: Soundlogo - Radio, TV, Online - 12.02.2011

Insights, Strategy & the Idea
The Philharmoniker Hamburg is the oldest Orchestra of the city. It has a deep relationship with the city and its culture. The task was to create a soundlogo for the Philharmoniker Hamburg.
The idea: Hamburg has a beautiful skyline, that reflects in the alster lake.
In this refection we saw a sound wave. Together with a composer we interpreted this wave into a unique sound logo, inspired by Hamburg.

Creative Execution
To echo the deep relationship between Hamburg and the Philharmoniker Hamburg Orchestra and to straighten the Orchestras identity we created with a unique sound logo. The idea: We use Hamburg‘s impressive skyline that when reflected in the alster lake, shapes a sound wave. Together with a composer we interpreted this wave into a unique sound logo.

Results and Effectiveness
The Philharmoniker Hamburg became the first German Orchestra that uses a sound logo. A sound logo that echoes the relationship between the city and the Orchestra. It is now used in several medias such as radio, Internet, TV and it gives the audience the opportunity to be part of a live branding experience, once the Orchestra plays the sound logo at the end of each performance.