| Title | A Musical Corporate Font |
| Agency | Scholz & Friends Berlin GmbH |
| Campaign | A Musical Corporate Font |
| Advertiser | Berliner Philharmonie GmbH |
| Brand | Berliner Philharmonie |
| Posted | November 2017 |
| Business Sector | Others |
| Philosophy | The Berliner Philharmoniker are one of the best orchestras in the world. For many decades, they have been known for their supreme and distinctive sound that sets them apart from other classical orchestras. The objective was to communicate this exceptional status – within the limits of a tight budget. Therefore we had to look for an unusual approach. With a simple idea, we emphasise the orchestra’s singular status in the music world. We gave them what distinguishes many strong brands: a corporate font. In fact, the first musical corporate font, a corporate notation font. The starting point for the design is the orchestra’s brand. The shapes, lines and alignments of all notes and special characters directly deviate from the Berliner Philharmoniker logo. Its pentagonal, staggered silhouette was inspired by the Great Hall of the Berlin Philharmonic concert hall. The hall’s ground-breaking architectural structure was designed by architect Hans Scharoun, after whom the notation font was named. The Scharoun notation font elegantly brings the unique musical character of the Berliner Philharmoniker before you even hear a single note. As such, the notation font’s design focuses the singular quality of the orchestra and further strengthens the value of the orchestra brand – to its musicians, to the audience and to fans around the world. |
| Media Type | Packaging, Branding & Design |
| Length | |
| Client Marketing Director | Martin Hoffmann |
| Client Marketing Director | Natalie Schwarz |
| Account Manager | Yvonne Haupt |
| Chief Creative Officer | Matthias Spaetgens |
| Managing Creative Director | Robert Krause |
| Creative Director | Philipp Weber |
| Copywriter | Felix John |
| Design Company | Atelier Dreibholz, Vienna |