Rundfunk-Sinfonieorchester Berlin – Rebranding a classical Orchestra
The Rundfunk-Sinfonieorchester Berlin (RSB) holds an internationally recognized position as one of Berlin’s top orchestras and in the highest echelon of German radio orchestras. Outstanding young conductors from the international music scene have made their Berlin debuts with the RSB. The RSB has been appearing on important national and international stages besides Berlin for more than 50 years now. Alongside regular tours of Korea and Japan, the orchestra also makes guest appearances at German and European festivals and in international centres of music. In 2015 Marek Janowski decided to make way for a successor from the younger generation in 2017. In Vladimir Jurowski it has proved possible to win over one of the most interesting conductors conceivable on the international scene today. The RSB plays regularly at the Konzerthaus Berlin and the Berlin Philharmonic.
When we first saw the RSB in action we were surprisingly touched by their performance. The environment, the look, the sound and the feeling, it was all about the music, the music was everything. From that moment on we decided to place emotion at the core of the marketing campaign. The feelings invoked by the music, however, are short lived and of an entirely personal nature, different for every individual listener, depending on his cultural and biographical background. We have therefore tried to capture and retain them in the RSB logo using a combination of light and colour and the transition between sharpness and blur.
There was a need not only to create a strong, professional brand that would help them secure corporate support, but also to attract a new, wider audience. Following the creation of the logo, brand guidelines were developed to include areas such as font and logo usage, colour palettes and a range of visual applications. ‘Das Wesentlische ist die Musik. Das Wesentlische ist die Emotion‘ (‘All that matters is the music. All that matters is the emotion‘) is their new motto, and befitting of their ambition to bring their delicious music to people and spaces around Europe.
After winning a three phase public competition, Iconic took the lead in developing a new brand, brand communications and delivering all creative work for the RSB. We worked on the implementation of an integrated campaign and delivery of press, outdoor and digital advertising work.
Next to creating the brand and all print and digital materials, we were proud to invent the first digital solution for choosing the right concert based on your mood.
Date
February 22, 2016
