BBC Scottish Symphony Orchestra

We gave this boundary-busting orchestra a suitably dynamic rebrand in 2018.

We've worked with the BBC for more than a decade, mainly dealing with its London and Manchester teams, but throughout that time we've worked closely with the BBC SSO here in Glasgow, producing world-class design and campaigns for this world-class orchestra. In 2018 we rebranded the SSO, a process which began with a series of D8-facilitated workshops with the orchestra's staff and players. The output of these workshops was a brand positioning framework, defining the brand essence, values, personality and tone of voice, which provided the foundations of the SSO's new visual identity.

The new logo was also informed by the orchestra's journey, from its original home in Glasgow's west end to its current residency at the City Halls in the Merchant City.

As part of our design process we looked for a typeface that had similar angular qualities to the historical timeline. We created a bespoke version of an existing typeface, using the 45 degree angle to cut and create typographic details unique to the BBC SSO. By removing the terminal serif details we created a typeface with duality and tension between characters. A typeface that is both classical and modern at the same time, just like the orchestra itself – fearlessly exceptional!

We’ve concentrated on bold musical themes, classical but contemporary, staying away from anything too clichéd. We introduced striking clashes of black and white photography with bold patterns and bright colour to reflect both the classic and modern sides of the orchestra. Ensuring constant vibrancy, an organic angle interpretation with dual imagery can be used with heritage images.

As a brand toolkit, this adds up to a dynamic collection of assets that allows the BBC SSO to communicate its 'fearlessly exceptional' essence across all activations, ensuring consistent audience experiences at every touchpoint, from Glasgow to Edinburgh and Aberdeen and worldwide, digital and experiential.

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