Orchestre Symphonique Genevois, comprised of about 70 amateur musicians, is Geneva’s premier amateur orchestra. In rebranding itself, the Orchestre sought an identity that combined the elegance of classical music with contemporary communication and interactive media. Swiss brand strategists KW43 Branddesign took this assignment literally and developed a logotype that evoked both the look of music and the actual sound. The dot of the “I” and the whimsical finials for letters like r, y and g can be read as musical note heads. Put the notes together and they create a melody that the Orchestre calls its new “sound logo.”

The new brand identity now appears on the Orchestre’s business stationery, programs and other printed matter and has been developed for mobile applications. Using the word mark as a starting point, the complete font converts text into music.The logotype retains a sense of the traditional while taking it to inventive new realms.