THE CIRCLE CONCEPT
Corporate Identity
The Berlin Philharmonic founded its own label and in doing so cut new ground in the marketing of classical music. The orchestra was searching for a CI with timeless elegance. The challenge in developing the CI was to create a stylishly pleasing bridge between fresh, modern design and classical high culture that rests on a modern foundation. Our goal was to ensure a CD with a sophisticated appeal at all levels and to nurture the listeners not only aurally, but also visually. We gave extraordinary music a commensurate visual form – derived directly from the orchestra’s logo. The circle concept taps into the rotating movement of nearly all media.
