The London Symphony Orchestra Has Undergone a Futuristic Rebranding

By: Joey Haar - Jan 30, 2017
References: alwaysmoving.lso & fastcodesign
Though the pieces played by the London Symphony Orchestra are some of the most dynamic and moving music ever written, the historic orchestra's branding has been unfortunately staid. In an effort to remove the stodgy associations that classical music carries, the London Symphony Orchestra has thus undergone a rebranding that incorporates cutting-edge technology.

The Partners, the global design firm behind the new look, decided to look at the movements of the LSO's conductor to create the new visuals. Sir Simon Rattle is a notoriously animated orchestra leader, so The Partners transformed his conducting into powerful and explosive images.

To track Sir Rattle's movements, The Partners applied sensors to his back, arms, and baton and had him conduct various symphonies. An artist then took this data and transformed it into depictions of the music through his movements.