The London Sinfonietta describes itself as a home for the musically curious whether they are listeners, creators, and musicians. The organization has pioneered and explored new music since 1968. Despite its daring, ground-breaking work, competition for funding and audiences was growing more and more keen.
“We knew we needed a cleaner and more contemporary brand image and story. But to get there, we had to re-confirm for ourselves what we stood for,” explains Andrew Burke, chief executive and artistic director of the Sinfonietta.
Working with brand strategist Cecilia Martin, NB Studio created a new identity that would transform audiences from passive to active, from just listening to being creators and adventurers. The new brand was not just a new visual system: it would become an integral part of the listeners’ experience.
An excerpt from the NB Studio website details how the new plan works. “‘London’ is grounded and bold, a fixed point of origin and legacy. ‘Sinfonietta’ is alive, built from clusters of dots that scale, shift and pulse like music itself, quiet to loud, sparse to dense. Animated by sound, the logo morphs in response to the music it represents, generating patterns and textures that carry that rhythm across every touchpoint. It invites composers, musicians and audiences to participate in musical creation as a collaborative force.”
