Philharmonie Luxembourg. A dynamic identity that interacts with the sound of live music. A brand that celebrates the sensation, experience, and diverse nature of music – to attract the next generation of concert goers.

The Philharmonie Luxembourg is an esteemed music venue and acclaimed worldwide. In order to bond with a new generation of music-lovers, its emphasis and core values have been re-shifted to focus on emotion, live experiences, and the joy of music. To make this vision a reality, NB Studio and I collaborated on designing and realizing a new identity which puts music at the very heart of the brand. Designed as a 21st-century brand, the identity blends the sound of the music performed at the venue with its building’s signature vertical columns. As different genres of music are played, the design of the logo is altered, reflecting the genre in real-time and breathing life into the brand. In this way, the visual representation of the Philharmonie is constantly being refreshed and given an energy that appeals to music-lovers of all ages.

Client

Philharmonie Luxembourg

Agency

NB Studio

My roles

Generative Design Consulting Development of the design system Development of the audio-reactive technology Programming and technical implementation of the entire project Additional concepts

Formats

Interactive branding toolkit Dynamic brand assets for digital & print Web-experience Social media graphics Motion graphics

The generative design system at the core of the new identity transcends the traditional static brand guidelines. It is a dynamic and ever-evolving design that captures the vibrancy of the music and spirit performed at the venue, providing an exciting visual representation of the Philharmonie’s renowned live music experiences.

By replicating its building’s signature vertical columns and adding a visual layer of the music being played to the logo, the brand can soften the boundaries between the physical and digital experience, bringing audiences together in a shared love of music. This vibrant, constantly changing identity envelops music-lovers of all ages and breathes life into the Philharmonie’s brand.

The Philharmonie’s architecture has been included in the design, with the logo mimicking the building’s columns, designed by Christian De Portzamparc. As the brand mark gets exposed to sound, it starts generating wave patterns that change according to the music and its genre.

One of the most unique things about the Philharmonie Luxembourg’s new brand identity is its generative logo. Through the combination of music and animation, the identity of the Philharmonie is revitalized with a unique meaning by reflecting the live experience and emotion that comes with attending a concert.

From the beginning, we were aware that sound should be a large part of the brand’s identity; it is what makes the Philharmonie unique. Adopting a digital-first attitude allowed us to combine sound with animation in an unusual way.

The generative brand identity makes use of real-time audio waveforms to power the animation, making the brand come alive by the very music that is performed at the Philharmonie.

This tool marks a substantial step forward for the Philharmonie’s digital transformation programme because many brand guidelines are only made for static applications, while this tool takes a different approach.

The dynamic generative design system lays the foundation for an identity that places sound and emotions at the core, with audiences at the center of the brand. The new generative identity speaks to the vibrant music performed at the Philharmonie Luxembourg and electrifies its physical and digital presence. It enables the design team to constantly expand a brand ecosystem that expresses the content unique to the Philharmonie Luxembourg while giving a dynamic boost to its identity that captures the audience’s attention, regardless of whether it is being viewed in a live or digital experience.

The generative design system at the core of the Philharmonie Luxembourg’s new identity transcends the traditional static brand guidelines. It is a dynamic and ever-evolving design that captures the vibrancy of the music and spirit performed at the venue, providing an exciting visual representation of the Philharmonie’s renowned live music experiences.

All brands have a digital existence these days. However, most guidelines are still set up only for traditional, non-digital applications; this tool pushes away from that traditional approach. It enables the design team to constantly expand a brand ecosystem that expresses the content unique to the Philharmonie Luxembourg while giving a dynamic boost to its identity that captures the audience’s attention, regardless of whether it is being viewed in a live or digital experience.