Place, music and people
The Brooklyn Symphony Orchestra (BSO) has unveiled a new brand identity designed by The Partners New York.
The new logo and innovative imagery mark a new chapter in the evolution of the BSO from a small music society established in Brooklyn Heights in 1973, to a full scale symphony orchestra with a permanent residency at the Brooklyn Museum.
Comprised mainly of residents of Brooklyn, the members of the orchestra are extremely dedicated musicians. And, under the artistic directorship of Nick Armstrong, the orchestra has embraced a far-reaching ambition to engage with as many members of Brooklyn’s diverse population as possible. This is delivered not only through the popular concerts at the BM, but also through new formats and ensembles that are able to extend further into the community such as smaller orchestral and chamber groups.
The new logo reflects three aspects of the orchestra: it’s role as the only high quality classical music experience located in Brooklyn, the beauty and power of the music and the coming together of the community to participate in it.
The abstract imagery is an embodiment of the content of each program. Music made visual, it brings a dynamism and freshness to the presentation of music that transcends the time it was written, and is metaphor for the work of the orchestra in making this accessible and relevant to the audiences of today.
In addition, The Partners New York are actively developing software that can visually interpret the music in real time to create striking effects across digital interfaces. This will then form an ever-living “open-source" for imagery that can evolve and develop with the BSO as it continues to inspire and bring enjoyment to the people of Brooklyn.
Commenting on the work, Nick Clark of The Partners New York said, ‘It has been a delight working with the BSO. The passion and commitment of the players and the organisation reflect the true meaning of the word amateur: “from the heart”. We’re looking forward to working more with them as the BSO looks to engage more audiences – young, old and Hipster – with the joy of great music.’