Orchestra, man, metropolis.

Culture

Cosmopolitan through closeness – that was the fundamental attitude that formed the basis of our further development of the Deutsches Symphonie-Orchester Berlin brand. We were fascinated not only by the orchestra’s close connection to its charismatic chief conductor Robin Ticciati, but also the way in which the identity of the DSO is shaped by Berlin and how it leaves its mark on the city: awake and alive.

First of all, we simplified the logo: more robust, more compact, more modern and thus easier to read. The S-shaped wavy line emphasises the independent personality of the DSO, appropriate for an orchestra that shakes up the highly ritualised concert business with casual concerts, flash mobs and unusual venues. From the 2020/21 season, the DSO showed itself as it is: keen to experiment, committed, curious. It makes itself known and takes a stand. Musically and as part of the city.

The OSTKREUZ photographer Jörg Brüggemann was our preferred partner for the photo series for the season, which became an important part of the external image. Over four days, we accompanied the musicians and Robin Ticciati to venues in Neukölln, Mitte and Charlottenburg. The result was images that exude closeness, familiarity and joy – authentic and not staged.

The seasonal brochure and the communication on season tickets and concerts were characterised by the bold style of the Whyte typeface from Dinamo, which is assertive enough to hold its own with the DSO red. The font is powerful and striking, but also precise in terms of detail. Wherever possible, text highlights were dispensed with in order to present all the information on equal footing.

‘The Deutsches Symphonie-Orchester Berlin turns almost 100 strong individuals into a strong group. That is exactly what we are focusing on with the new brand identity. It does justice to the essence of the DSO Berlin and showcases the character of the orchestra,’ says Andreas Weber, partner and brand consultant at Stan Hema, summarising the project.

‘The DSO’s new typography is strong, loud and striking. Nevertheless, it conveys delicate nuances with its fine details. That all fits perfectly with the DSO and its understanding of music as something surprising and moving,’ adds Stan Hema designer Kathleen Raasch.