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.

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.

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.