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With the opening of the Hamburg Elbphilharmonie, the renowned “NDR Symphonieorchester” became the “NDR Elbphilharmonie Orchester”. As the orchestra in residence in Germany’s new, sensational cultural flagship it places particularly high demands on branding. Factor has developed a multi-faceted fluid-brand concept with which the orchestra stands out from the mass of cultural communication while remaining constantly recognisable and self-assured – just like the Elbphilharmonie itself.
Factor developed the new, flexible branding for the “NDR Elbphilharmonie Orchester” in close cooperation with the NDR design department. The process was based on a thorough examination of the orchestra, the building and daily practical requirements for use in all media.
Despite all its variability, the new dynamic, nimble look is always unmistakably part of NDR. Our client can use it variously in all communicative applications, whether in digital channels or print communication.
It was important to us to make the musical profile become dynamically perceptible in the appearance. At the same time, we wanted to create a branding that underscored the mission of NDR and the Elbphilharmonie: Music experience for everyone.
Daniel Sorge · Partner, Head of Design
The new presence harmonises with the canon of major world orchestras and optimally underlines the residence status of the orchestra and the NDR’s commitment to culture.
Patricia Poelk · Head of Brand Design, NDR
Partner, Head of Design