Design and branding agency The Partners worked with LSO to create the new visual identity ‘Always Moving’, based on the agency’s original identity for the orchestra, which features a logo representing a conductor.
Digital artist Tobias Gremmler created a series of animated films based on live motion-capture footage of conductor Sir Simon Rattle (he will be the music director in September). Also Vicon Systems and The University of Portsmouth’s School of Creative Technologies worked alongside The Partners to capture the performance at 120 frames per second.
We then worked with the digital artist, Tobias Gremmler, to transform the data into a series of animated films, bringing to life the sheer power of music at its full force, in a vortex of wood, brass, smoke and strings, with the sweeping gestures of Sir Simon Rattle rendered in wires reminiscent of the strings of the instruments themselves.
The bespoke typography takes two distinct forms – one of grand, sweeping gestures used through extended rich, long-phrased passages; and one of fast, dynamic and dramatic gesture – to express the nuances of the character and feelings of emotive motion that only music can create.
I’m not a huge fan of the LSO logo, as upon first glance it looks like “SO” or “150”… but I absolutely love the rebrand. What stunning visuals!