Responses by Polar, Ltda.
Background: The purpose of this project was to breathe new life into the visual identity of Orquestra Sinfônica do Estado de São Paulo (‘São Paulo State Symphony Orchestra,’ OSESP) while preserving its legacy. We aimed to create a scalable visual system that could engage fans and orchestra members while also connecting with and inspiring a new generation of audiences. Ultimately, we wanted to enhance the overall experience of attending OSESP concerts, ensuring that they feel inviting and meaningful for a diverse range of attendees.
Design thinking: The solution was built on the idea of combining the rational structure of music with its emotional experience. We juxtaposed two distinct layers: one that reflected the discipline of time, rhythm and tempo through vertical bars and a flexible logo, and another that expressed the emotional depth of the music through abstract, generative graphics. This approach enabled the identity to be flexible yet evocative, ensuring it could communicate both the technical and emotional aspects of classical music while adapting to different platforms and audiences.
Challenges: There were a few challenges when designing this visual identity. One of them was achieving the right balance between the rational and emotional elements. We needed to design a system that conveyed the structured nature of classical music and OSESP’s excellence while also capturing its emotional depth. Also, one of the goals was to appeal to younger audiences without losing relevance or recognition among longtime concertgoers. Additionally, as the leading representative of Latin American orchestras, OSESP enjoys significant international recognition. The visual identity needed to resonate with traditional audiences abroad while simultaneously reflecting its distinct identity as an orchestra from Brazil.
Favorite details: We are particularly proud of the generative design system called “Instrument” that we developed for this project. This innovative approach visually translates sound inputs into dynamic compositions of shapes, which not only enhances the visual identity but also creates a direct connection between the audience’s experience and the music itself.
Visual influences: The visual influences behind this project were grounded in the idea of making classical music accessible and relatable to a wide audience. So, we used visual elements that were already strongly associated with classical music but wouldn’t require a formal or technical understanding of the genre. This kind of element was visually approached in a different way, maintaining its recognition but in a refreshed visual language.
Music is intangible, so we researched how others have visually represented it in the past, from philosophical interpretations to playful sources like Disney’s Fantasia. A key part of our research was composer Nikolai Rimsky-Korsakov’s theory connecting instruments to emotions—like the flute in major evoking grace or the oboe in major expressing joy. We also explored concepts of synesthesia, a matter that has been widely explored by artists like Wassily Kandinsky.
Specific project demands: One of the biggest challenges of the project was changing the logo. The original had been around for decades and was well-known, so we assumed OSESP would want to keep it. Despite its technical issues, it’s an iconic piece of Brazilian graphic design. We were surprised when the client wanted a complete overhaul.
This raised concerns about how different audiences would react to such a significant change, especially the orchestra’s musicians and longtime concertgoers, while still meeting the marketing team’s expectations. At the same time, we had the challenge to create something with the potential to also become iconic overtime.
Additionally, OSESP’s new visual identity proposal needed government approval, so we had to navigate certain procedures tied to that. At first, we thought that would make the process more intricate, but fortunately, it was approved right away.
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