New identity for London Philharmonic Orchestra launched

19 May 2004

The challenge for Rufus Leonard was to create a new identity that would enable the London Philharmonic Orchestra to consolidate its relationship with existing concert-goers, extend its appeal to new audiences and support its many other activities such as education, community and outreach projects, touring and recording. The Royal Festival Hall will close for refurbishment in 2005 until January 31, 2007. The Orchestra will rise to this challenge by performing in new and exciting venues around the country and abroad. Therefore, the new identity will need to support these activities by helping the Orchestra achieve awareness, recognition and differentiation wherever it happens to perform.

Rufus Leonard fought a five-way pitch to win the brief to develop the identity and brand guidelines. The new identity will help the London Philharmonic Orchestra convey the fact that it is a "London" orchestra - an important association with one of the great cultural capitals in the world; that its repertoire ranges from the 18th century to the contemporary; that its performances express both beauty and dynamism; and that it is welcoming. The final rendition of the identity is elegant, modern and confident, with an unexpected twist coming from the black and pink colour scheme. Rufus Leonard is also responsible for the design and production of a range of marketing materials including, the 2004/05 season guide, new stationery, web site templates and individual concert programmes.

Emily Smith, Marketing Director, London Philharmonic Orchestra comments: 'We wanted to simply let the quality of the orchestra speak for itself. Rufus Leonard has worked closely with us to develop this tone of voice and delivered an identity which really expresses our confidence, using a bold and contemporary colour palette.'

Andrew Fleming, Creative Director at Rufus Leonard, said:
 'Rufus Leonard has a history with the London Philharmonic Orchestra, having created their original identity in the late 1980s, which was adapted several years ago. We are thoroughly enjoying working with the Orchestra again and will now be focusing on rolling out the new identity across their marketing materials. The London Philharmonic Orchestra is also an excellent addition to our art sector credentials which include The National Portrait Gallery, V&A, Royal Opera House and Barbican.'

The new identity is designed to accompany the London Philharmonic Orchestra’s 2004/05 season, which starts in September. In the meantime, the identity will be gradually incorporated into all communications, including the website.