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Leithal Thinking Brand & Marketing Consultancy

Bringing you closer to the music

  • Scottish Chamber Orchestra

Bringing you closer to the music

The new identity for SCO - Bringing you closer to the music.

There’s a great branding story classical musicians like. A UK symphony orchestra wanted a new logo and strapline. It wanted this to capture the fact that the orchestra was particularly well travelled and enjoyed playing at venues throughout the UK.

At the eleventh hour, the orchestra members discovered that their management were planning to have their new slogan – ‘We’re All Over The Place’ – plastered across their orchestral truck. For musicians who pride themselves on working in perfect harmony, the slogan couldn’t have been less appropriate.

Musicians love this story because the motto is – always consult the player. We made sure we did that when we were commissioned to rebrand the Scottish Chamber Orchestra.

Bringing you closer to the music

SCO Principal Conductor Robin Ticciati.

Their identity had become old and tired. The logo was inflexible, largely stuck within the confines of programme. It did not reflect the way the orchestra saw itself or the fact that it was changing. When we were invited to work with them, they had just won a number of prestigious awards and had recently appointed the unfeasibly young and breathtakingly talented Robin Ticciati as principal conductor. A rebrand was timely. Done well, it would galvanise the organisation and embody its successes and ambitions.

We immersed ourselves in their culture, interviewing all key stakeholders and orchestra members, as well as attending their concerts. We worked with as many key people as possible in a Creative Brief Workshop. We discovered that SCO has a passion to deliver an intense and intimate musical experience. It likes to reach out to its audiences, travelling to remote parts of Scotland. It prides itself on its educational programme too. We captured this in the proposition ‘Bringing you closer to the music’ and a new SCO identity.

Bringing you closer to the music

The brand photography brings audiences closer to the players.

Understandably, talking ‘brand’ and ‘logos’ to people in the arts can prompt cynicism and scepticism. Is it really worth the money? Will it actually make a difference? We’re delighted that the SCO loved both the process and the outcome. A principal orchestra member wrote a piece in The Sunday Herald talking about how the re-branding was, surprisingly, a joy. And, when we first presented our work to the orchestra, they stood up and gave a round of applause. A ‘We’re All Over The Place’ moment was thankfully well averted.

An animated version of the marque exists for concert DVDs and presentations.

The new identity acknowledges the orchestra’s long tradition of bringing people closer to music by reflecting this relationship through the three principal characters of the name. It establishes a distinctive, original mark that is reminiscent of a sound that is more powerful than the sum of its parts while at the same time being wholly new and contemporary.

The identity will be applied to communication and promotional material including programs, posters, brochures, tickets and the website, as well as environmental pieces. Imagery conveys the proximity between audience and musicians and the angle of the logo is used as a dynamic element across a lot of the communications. The colour palette is bold and contemporary.

Bringing you closer to the music

Concert brochures for the 2010 season.


Bringing you closer to the music

A colourful graphic application of the identity was developed for advertising performances.

The identity will be applied to communication and promotional material including programs, posters, brochures, tickets and the website, as well as environmental pieces for one of its venues at the Usher Hall. The visual identity shows imagery that conveys the proximity between audience and musicians and the angle of the logo is used as a dynamic element across a lot of the communications. The colour palette is bold and contemporary.

Bringing you closer to the music

The logo has been integrated into outreach and education identities.


Bringing you closer to the music

A striking similarity between Mozart and the Usher Hall seating plan became a launch poster.

What our client also told us was that the best part of the whole process was asking themselves the Big Questions; Who am I? And what do I stand for? It is good, both as an organisation and as an individual, to know the answers to these questions.  For one thing, it focuses the mind and encourages action. Once you’ve said it, you’ve really got to do it. And besides that, they found the process of affirmation uplifting. People listened to their colleagues articulate why they were all proud to play with such a group. They heard each and every one of them articulate why they love the SCO.  How often, in the business world, is re-branding actually a joy?

Services

  • Research
  • Workshops
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  • Brand language
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  • Brand guidelines