A Musical Corporate Font [image] 2 Scholz & Friends Berlin para Berliner Philharmonie

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A Musical Corporate Font [image] 2

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Sector Cine y Teatro
Media Design & Branding
Mercado Alemania
Agencia Scholz & Friends Berlin
Chief Creative Officer Matthias Spaetgens
Creative Director Philipp Weber
Copywriter Felix John
Publicado noviembre 2016

Premios

LIA Awards 2017
Design Use Of Typography Silver Winner

Creditos y descripciones

Entrant: Scholz & Friends, Berlin
Brand: Berliner Philharmoniker
Corporate Name of Client: Berliner Philharmonie gGmbH
Client Marketing Directors: Martin Hoffmann, Natalie Schwarz
Agency Account Manager: Yvonne Haupt
Agency: Scholz & Friends, Berlin
Chief Creative Officer: Matthias Spaetgens
Managing Creative Director: Robert Krause
Creative Director: Philipp Weber
Copywriter: Felix John
Design Company: Atelier Dreibholz, Vienna
Synopsis:
The Berliner Philharmoniker are one of the best orchestras in the world. For many decades, they have been known for their supreme and distinctive sound that sets them apart from other classical orchestras. The objective was to communicate this exceptional status – within the limits of a tight budget. Therefore we had to look for an unusual approach. With a simple idea, we emphasise the orchestra’s singular status in the music world.
We gave them what distinguishes many strong brands: a corporate font. In fact, the first musical corporate font, a corporate notation font. The starting point for the design is the orchestra’s brand. The shapes, lines and alignments of all notes and special characters directly deviate from the Berliner Philharmoniker logo. Its pentagonal, staggered silhouette was inspired by the Great Hall of the Berlin Philharmonic concert hall. The hall’s ground-breaking architectural structure was designed by architect Hans Scharoun, after whom the notation font was named. The Scharoun notation font elegantly brings the unique musical character of the Berliner Philharmoniker before you even hear a single note. As such, the notation font’s design focuses the singular quality of the orchestra and further strengthens the value of the orchestra brand – to its musicians, to the audience and to fans around the world.