The New York Philharmonic is storied cultural institution, both in New York and internationally. To signal the beginning of a new era coinciding with the renovation and reopening of the David Geffen Hall, the Philharmonic tapped Ogilvy to evolve their brand identity. The newly reimagined David Geffen Hall brings the stage towards the center, letting the audience surround the orchestra.. The idea of surrounding a stage informed the new NY Phil logo, which can be used to frame photography and create the sense of intimacy the new hall brings. The square is a nod to the location of the hall: the Lincoln Center, a rare square inside the rectangular grid that is New York. The identity became an invitation to a new, much broader audience, inviting all New Yorkers to enjoy the NY Phil.
Awards:
D&AD
The One Club
Project
New York Philharmonic
Responsibilities
Logo Development
Poster Design
Branding
Creative Team
Marcos Kotlhar
Jens Marklund
Woojin Nam
Nathan Kim