London Symphony Refrain will get a pitch-perfect rebrand impressed by sound waves and pop artwork
First established in 1966, the London Symphony Refrain has grown from a complement to the London Symphony Orchestra into the colourful, 160-strong group of choral singers, conductors and musicians that it’s in the present day. And with the Refrain in search of a model that mirrored its future-facing imaginative and prescient while additionally acknowledging its historical past, Two Tales had its work reduce out when it got here to creating a brand new identification.
After working carefully with London Symphony Refrain, Two Tales struck upon the concept of specializing in the emotional responses provoked by a refrain. This genius choice allowed the artistic crew to play with themes and concepts that run proper the way in which by way of the historical past of the London Symphony Refrain and categorical the organisation’s ardour and variety.
To see this idea in motion, audiences must look no additional than the brand mark. This assortment of overlapping squiggly circles relies on the 4 vocal ranges of a refrain, specifically: soprano, alto, tenor and bass.
To grasp this idea, Two Tales took a recording of a refrain, ran it by way of information visualisation software program, and experimented with the other ways sound waves could be represented. These have been then layered collectively to spotlight how London Symphony Refrain is made up of many individuals from all walks of life coming collectively.
Bekkie Hull, co-founder and inventive director at Two Tales, mentioned: “By way of our distinctive model course of, we started with intensive analysis and workshops with key stakeholders, together with London Symphony Refrain’s council members and its 160 vocal singers, to tell the model’s objective and tone of voice.”
“This impressed how we visually showcased the model,” she provides, “specializing in its heritage, the emotional connection between folks and sound, and the approaching collectively of choral singers from various backgrounds to create one group and one unified voice, to design the London Symphony Refrain brand, model machine and color palette.
“Consequently, we’ve delivered a recognisable model that echoes and brings to life the London Symphony Refrain’s heritage and values, elevates and displays its place within the business alongside its friends and opens the organisation as much as a wider, extra various viewers.”
Accompanying the satisfyingly sonic design mark, Two Tales used color pairings that additionally mirror the 4 choral elements. Impressed by the pop artwork motion, which was in full swing when the London Symphony Refrain was created, these joyous and playful colors strike a high-quality steadiness of being pleasing and interesting to the general public while additionally showing prestigious and world-class.
In the meantime, a brand new typeface manages to attain two issues directly by capturing the heritage of the refrain and the person characters of its members. That is completed through the use of a excessive distinction font with totally different variations of weight that every seems distinctive however with a way of refinement.
Topping off the rebrand is a intelligent piece of phrase design that sees the phrases’ Symphony’, and ‘Refrain’ be part of collectively in a manner that highlights the connection between sound and other people. As for the phrase ‘London’, that continues to be unbiased of emphasising how the refrain has international connections due to its continuous touring.
“The creativity, power and dedication Two Tales has put into this challenge are evident within the outstanding new model and web site they’ve created for London Symphony Refrain,” says Nathan Homan, advertising and communications lead on the London Symphony Refrain.
“The brand new model blends the refrain’s classical beginnings with its new trendy, forward-looking method, whereas its integral message is rooted within the coming collectively of a various vary of singers to create one group and one voice.”
Owen Hanmer, chair of the London Symphony Refrain, provides: “We now have been so impressed with all Two Tales has completed for the London Symphony Refrain. From the brand new model creation to the excessive customary of design and development of our new web site, by way of to the recommendation, service and consultancy offered all through the method, we really feel extraordinarily grateful and fortunate to have labored with Two Tales on this crucial challenge for the London Symphony Refrain.”
The London Symphony Refrain’s new web site is now dwell, and the branding options on the Refrain’s social channels and owned media.