“The Minnesota Orchestra performed its inaugural concert in November 1903, six weeks before the Wright brothers made their first airplane flight. Now recognized as one of America’s leading orchestras, the ensemble presents nearly 175 concerts in a typical season, heard live by 350,000 people, including more than 50,000 students who attend Young People’s Concerts each year. The Orchestra has toured regionally, nationally and internationally, earning rave reviews in music capitals around the world, and is heard on radio stations across the country on award-winning broadcasts produced by Minnesota Public Radio and distributed nationally and internationally. It has received many awards for adventurous programming and much acclaim for its vast collection of recordings, which date back to the 1920s. Most recently, the Orchestra earned its first Grammy Award for a recording of two Sibelius symphonies made under its current music director, Osmo Vänskä. The Orchestra makes its home at Orchestra Hall in Minneapolis, a venue which reopened earlier this year after a major renovation.”
Capsule (Minneapolis, MN)
The orchestra needed to move past a behavior-driven approach to an event-driven approach to attract more diverse and dynamic audiences. Capsule worked through a detailed process supported by existing comprehensive brand research and expanded upon with Capsule's Foundation journaling. These findings were applied to the ideation process to articulate and inspire the new design strategy. The result is a precise, beautiful identity to convey the Minnesota Orchestra's legacy and build in new attributes the brand is advocating moving forward.
Images (opinion after)
I really dig the icon, it exudes magic fairy dust but the serious kind of magic fairy dust. The gradient actually helps add some flair to it. It's even better that it's picking up the shapes of the hall, which is kinda cool in itself. The typography starts to get a little too futuristic for no apparent reason with the notches cut out from the "R"s and "T"s. Note to Capsule: the quote above literally says nothing about the project we are looking at; less mumbo-jumbo more facts, please.