Identity Stystem / Phase 1: visual and verbal research 1 Chicago Symphony CHICAGO Orchestra SYMPHONY ORCHESTRA Identity System / Phase 1: Visual and Verbal Research Laurel McPherson / October 2017 Chicago Symphony Orchestra / Table of Contents Identity Stystem / Phase 1: visual and verbal research 2 History 4 Location 5 Building 6 Programs & Mission 7 Current Identity 8 Other Organizations 11 Case Studies 12 Word List 15 Visual Research 16 Chicago Symphony Orchestra / History Identity Stystem / Phase 1: visual and verbal research 3 HISTORY Chicago Symphony Orchestra / History Identity Stystem / Phase 1: visual and verbal research 4 The central mission of the In collaboration with the best Chicago Symphony Orchestra conductors and guest artists on Association is to present the international music scene, classical music through the the CSO performs well over 100 Chicago Symphony Orchestra concerts each year at its down- to Chicago, national and town home, Symphony Center international audiences. and at the Ravinia Festival on Chicago’s North Shore. The Chicago Symphony Orchestra’s history began in Music lovers outside Chicago 1889 when Theodore Thomas, enjoy the sounds of the then the leading conductor in Chicago Symphony Orchestra America and a recognized music through best-selling recordings pioneer, was invited to establish and frequent sold-out tour a symphony orchestra here. performances around the globe. The aim was to establish a In September 2010, renowned permanent orchestra with Italian conductor Riccardo Muti performance capabilities of became its 10th music direc- the highest quality. The CSO tor. His vision for the Orchestra performed their first concerts seeks to nurture its legacy while in October 1891. supporting a new generation of musicians, and to collaborate with visionary artists. Orchestra Hall, 1905 Chicago Symphony Orchestra / Location Identity Stystem / Phase 1: visual and verbal research 5 LOCATION Chicago Symphony Orchestra / Location Identity Stystem / Phase 1: visual and verbal research 6 Located in the Chicago Loop, Symphony Center becomes an integral part of the city’s cultural hub. It is surrounded by landmarks such as the Art Institute, the Chicago Cultural Center, Chicago Lyric Opera, the Chicago Theatre District. This central location adds to the direct link that the Chicago Symphony Orchestra has with the city. During the summer, the symphony performs at the Ravinia Festival in Highland 1 Park, Illinois. 3 2 4 5 1 Chicago Theatre 6 2 Chicago Cultural Center 3 Goodman Theatre 4 Art Institute of Chicago 5 Civic Opera House 6 Art Institute of Chicago 7 Auditorium Theatre 7 Chicago Symphony Orchestra / Building Identity Stystem / Phase 1: visual and verbal research 7 BUILDING Chicago Symphony Orchestra / Building Identity Stystem / Phase 1: visual and verbal research 8 building Since 1904, Orchestra Hall has New or expanded spaces been home to the renowned include rehearsal halls, Chicago Symphony Orchestra. lobbies, meeting rooms, and The Georgian building, designed a public arcade that connects by the pioneering architect the Michigan Avenue Symphony Daniel Burnham, was in need Center entrance to a new ro- of a dramatic makeover by the tunda. SOM also renovated the end of the 20th century. Resto- adjacent Chapin & Gore ration of the landmark building building, adding a cafe, restau- involved strengthening the foun- rant, music education center, dation and expanding facilities. and administrative offices. Chicago Symphony Orchestra / Programs Identity Stystem / Phase 1: visual and verbal research 9 PROGRAMS Chicago Symphony Orchestra / Programs Identity Stystem / Phase 1: visual and verbal research 10 programs The CSO strives to achieve the Chicago Symphony Chorus. artistic excellence and The Negaunee Music Institute audience development, along shares the extraordinary with education and outreach musical resources of the in the community. Chicago Symphony Orchestra In addition to the Symphony to create connections to music Orchestra, the Chicago Civic for individuals and communities Orchestra performs at across Chicago and around Symphony Center, along with the world. Chicago Symphony Orchestra / Current Identity Identity Stystem / Phase 1: visual and verbal research 11 IDENTITY Chicago Symphony Orchestra / Current Identity Identity Stystem / Phase 1: visual and verbal research 12 current identity The current identity of the Chicago Symphony Orchestra employs visuals that evoke the language of notation, seems to be a “C” in a somewhat abstracted version of a clef. Chicago Symphony Orchestra / Current Identity: Signage Identity Stystem / Phase 1: visual and verbal research 13 signage Their posters and advertisement tend to focus on the current director, Riccardo Muti, as well as other featured performers. The typography varies, as does the aesthetic quality of imagery. Chicago Symphony Orchestra / Current Identity: Web Identity Stystem / Phase 1: visual and verbal research 14 web The logo is paired with a chunky sans serif, which doesn’t always seem integrated into all aspects of their identity. They also tend to use an italicized serif for headlines. Chicago Symphony Orchestra / Current Identity: Campaign Identity Stystem / Phase 1: visual and verbal research 15 campaign The CSO came to the design firm Orangeseed with an ambitious goal: to become the most heard, most engaged orchestra in Chicago—and the world. That meant developing an unprece- dented capital campaign to raise $250 million for new programs, community involvement and world tours. Chicago Symphony Orchestra / Case Studies Identity Stystem / Phase 1: visual and verbal research 16 CASE STUDIES Chicago Symphony Orchestra / Case Studies Identity Stystem / Phase 1: visual and verbal research 17 Typically, other symphony music notation/ornament architecture/geometric sound/motion orchestras and concert halls around the world tend to have identities that fall into these distinct categories. Chicago Symphony Orchestra / Case Studies: Berlin Philharmonic Identity Stystem / Phase 1: visual and verbal research 18 The visual identity of the Berlin Philharmonic clearly draws inspiration from the shape of the concert hall. Chicago Symphony Orchestra / Case Studies: Berlin Philharmonic Identity Stystem / Phase 1: visual and verbal research 19 Branding is carefully considered throughout the website and printed materials that the organization produces. Chicago Symphony Orchestra / Case Studies: Geneva Symphony Orchestra Identity Stystem / Phase 1: visual and verbal research 20 This identity is slightly nuanced, where a font has been tweaked to evoke musical notation but without using anything more than note heads. Chicago Symphony Orchestra / Verbal Inspiration Identity Stystem / Phase 1: visual and verbal research 21 prestigious exploration achieve expand conduct renowned poise build vibration strive engagement beauty collaborate grow support community flow notation hear teach legacy resound connect impact transcend generation distinguished create innovate transform visionary leading vibrate inspire unite notation pioneer sound lead conductor collaboration quality deliver magnify motion institution direct develop nurture transition classical innovative educate participate grand excellence popular elevate perform dramatic artistic partnership embrace promote variable audience acclaimed encourage reach energy development influence engage reflect scale education appreciation enhance serve superior support envision shape VERBAL INSPIRATION Chicago Symphony Orchestra / Verbal Inspiration Identity Stystem / Phase 1: visual and verbal research 22 vibration flow notation collaboration motion VERBAL INSPIRATION Chicago Symphony Orchestra / Verbal Inspiration: Collaboration Identity Stystem / Phase 1: visual and verbal research 23 collaboration association concert participation partnership membership connection engagement support Chicago Symphony Orchestra / Verbal Inspiration: Flow Identity Stystem / Phase 1: visual and verbal research 24 flow movement progress stream continuity course progression Chicago Symphony Orchestra / Verbal Inspiration: Notation Identity Stystem / Phase 1: visual and verbal research 25 notation movement progress stream continuity course progression Chicago Symphony Orchestra / Verbal Inspiration: Vibration Identity Stystem / Phase 1: visual and verbal research 26 vibration pulse reverberation resonance wave rhythm Chicago Symphony Orchestra / Verbal Inspiration: Motion Identity Stystem / Phase 1: visual and verbal research 27 motion movement progress stream continuity course progression Chicago Symphony Orchestra / Conclusion Identity Stystem / Phase 1: visual and verbal research 28 The CSO is a prestigious organization that plays a key role in the cultural landscape of Chicago. Their visual identity must uphold their idea of artistic excellence, community CONCLUSION engagement, and education..