300Million tunes up identity for LSO

The London Symphony Orchestra is updating its branding with London design group 300million.

The Partners’ breakaway is near to completing brand guidelines and is set to implement a series of revised designs across its various sub-brands.

The organisation’s current identity was designed by The Partners four years ago (DW 3 May 2001) but the raft of work currently being undertaken will bring the brand ‘to the next level’, says Martin Lawless, creative director at 300million.

The consultancy, which was appointed to the project in March, has been tasked with reassessing and identifying the core essence of the London Symphony Orchestra, creating an underlying concept to underpin and run across the company’s different music ventures.

It is developing sub-identities for LSO Discovery, the group’s educational arm, LSO St Lukes, its concert venue, and LSO Live, its record label. All will have ‘bespoke, different look and feels’, adds Martin.

The consultancy is also considering how best to display related imagery on iTunes as LSO makes its music available for download.

The group is finalising the overall brand guidelines and creating a Quick Brand Guide for staff, as well as planning a series of workshops for the organisation.

The first creative executions to road test some of the principles launch this month.