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When the London Symphony Orchestra (LSO) appointed conductor Sir Simon Rattle to be its music director in 2017, the eminent orchestra turned to The Partners to refresh its brand. Inspired by the LSO’s existing logo and its new leadership, the London, United Kingdom–based brand strategy agency decided to start the new identity at the same place as every LSO performance—with Rattle’s conducting.

The Partners first worked with the University of Portsmouth and Vicon Motion Systems, a leader in motion-capture systems, to record the nuances of Sir Simon’s motions as he conducted excerpts of Edward Elgar’s Enigma Variations at London performing arts venue the Barbican Centre. Using a motion-capture suite, specially modified baton and twelve Vicon Vantage cameras, The Partners captured Sir Simon’s movements at 120 frames per second, resulting in incredibly accurate data of his conducting motions.

Hong Kong–based artist Tobias Gremmler then transformed the motion data into a series of animated films. An explosive vortex of wood, brass and strings brings the full emotional force of the orchestra’s music to the fore while a stirring string section renders Sir Simon’s sweeping gestures in wires reminiscent of the orchestra’s instruments. The identity’s typographic approach also reflects Sir Simon’s expressive gestures, from the grand and the sweeping to the intense and the urgent, through a range of fluid, angular movements. Typography, motion, texture, color—by helping to create and shape a musical performance throughout the identity, Sir Simon entices a new generation of music lovers to experience the real thing at the LSO.

the-partners.com

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