Computer Arts

top tipS

SprinG 2017 the partners for lso

computerarts.creativebloq.com

StAy in

tune

Stuart radford’s tips

for design harmony

modern and traditional which feels right for
what we’re trying achieve with the identity.
as the colours of the visualisations will
change from one season to the next we wanted
a level of consistency – the copy is always white
as is the logo and logotype. traditionally the
conductor always stands opposite his orchestra
so we reflect that in the position of the basic
elements of the orchestra. We also rethought
the photography of the orchestra. the joy of
seeing people play is in the movement and so
the new photography captures the musicians’
vibrant passion and energy.

poSitive FeedBAcK
the feedback we’ve seen has been very
positive. there was an appetite within lso
to do something different not only within
the brand team but within the members of
orchestra. there’s credit due to our client lso’s
edward appleyard and Karen cardy. From the

outset we were trying to do something that

hadn’t been done before – both in terms of the

motion capture of a conductor and placing the

conductor right at the heart of the whole visual

identity. Hopefully the craft involved in the

execution and the treatment of the idea makes it

more accessible. the new identity is relevant to

a wider audience but at the same time does not

dumb down the art form of classical music.

it’s been a pleasure to work on this project –

the subject matter is fascinating and the client

was brilliant at trusting in us and in the journey.

With something like this you don’t know what

the end result will be until you have it so there’s

a big leap of faith involved. Hopefully the client’s

bravery has been rewarded.

1. Give otherS SpAce
   i can be prescriptive because i have
   a clear picture in my head of what
   we’re trying to achieve but there’s a
   leap of faith you have to make when
   you collaborate. try to give the artist
   as much space as possible.
   2. Strip it BAcK
   We were very single-minded about
   the idea and tried to stay as true to
   it as we could. strip it back to the
   core idea – everything is influenced
   by rattle’s movements from the
   imagery to the typeface.
   3. BridGe oLd And new
   it can be hard to keep that
   connection between your new idea
   and an existing logo. We stayed
   true to the original marque. it was
   inspired by a conductor so we
   placed it opposite the orchestra.

08 the programme guide for the

season uses static versions of

tobias Gremmler’s animations.

09 -10 posters for the opening

season. the plan is to develop

colours and texture for

subsequent seasons.

11 the partners is currently

working on visualisations

to be shown behind the

orchestra as it performs.

11

toBiAS GremmLer

digital artist

Born in Munich but now based

in Hong Kong Tobias specialises

in data visualisation but has

worked on all number of digital

projects for clients like Adidas

Apple Sony Music VW and

Mazda. His recent visualisations

of Kung Fu martial artists won

him attention worldwide –

including from The Partners.

09 10

08