“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.
Halbye Kaag JWT (Copenhagen)
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.
Images (opinion after)
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.