Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logo and Identity for South Denmark Philharmonic by Halbye Kaag JWT



Noted Jul. 1, 2014 by Armin

Industry / Culture Tags /


South Denmark Philharmonic — or Sønderjyllands Symfoniorkester, as we’re called in Denmark — is a Danish regional orchestra with 65 passionate musicians. Every week, we play several concerts in South Denmark; an area inhabited by more than 700.000 people. We give more than 150 performances every year, from symphonic concerts to church concerts, school concerts, high school concerts, family concerts, and summer rock concerts.

Design by

Halbye Kaag JWT (Copenhagen)

Related links

Behance project page

Relevant quote
To strengthen their position we created a visual brand identity built on the concept of involvement.

By using the ampersand as a visual bridge between two parties, the symphony orchestra became a brand that only truly existed together with its the community, guest conductors, soloists and audience.

The ampersand was also an visual abstraction of a G-clef known from written notes. The merging between two typefaces represents classical music in modern context.

Behance project page

Images (opinion after)
Logo application.
New Logo and Identity for South Denmark Philharmonic by Halbye Kaag JWT
Sample posters.
New Logo and Identity for South Denmark Philharmonic by Halbye Kaag JWT

I like the concept behind the ampersand. It's a commendable principle, to use it as a signifier of inclusion and collaboration. I just wish it were… better. The basic imposition of one ampersand over the other is rather clumsy and lacks the finesse one would associate with a philharmonic. The heavy-handed Futura-esque typography and brick red don't help much in livening up the identity. Plus, whatever the icon was in the old logo I want it made into a plush toy so that I can sleep with it. It's adorable.

Your opinion…

On Execution



Share ›

Spotted Around the web

New Logo for Wipro

New Logo for Wipro
Spotted Jun. 23, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
Posted Jan. 4, 2017

Curated Notable Italics



Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.


Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List