Boston Symphony Orchestra – Project Book

Design By Brett Diese

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TABLE OF CONTENTS

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Brand Statement & Attributes

07

Research

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Concept Development

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Brand Assets

19

Applications

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Future Plans

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BRAND STATEMENT & AT TRIBUTES

STATEMENT

AT TRIBUTES

The Boston Symphony Orchestra (BSO) redefines classical music by bridging tradition with innovation. As one of the oldest and most prestigious orchestras in the United States, the BSO embraces diversity, inclusivity, and accessibility. It is committed to changing the face of orchestral music by fostering mentorship for underrepresented musicians, showcasing groundbreaking performances, and creating programs that inspire audiences of all ages. With a modern yet timeless visual identity, the BSO unites generations through the transformative power of music.

Heritage A legacy rooted in over a century of musical excellence.

Inclusivity Promoting diversity within the orchestra and its programs.

Inspiration Fostering a connection to music that captivates and educates audiences.

Innovation Combining classical elements with modern design and outreach.

Community Engaging local and global communities through impactful experiences.

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RESE ARCH

LOGO HISTORY

AUDIENCE RESE ARCH

BRAND RESE ARCH

BSO: 24,864 ticket holders from 50 US States, DC, and 3 US territories

One of the oldest orchestras in the countr

Boston Pops: 300,000 people celebrated with the Pops on Independence Day

Offers a program to underrepresented early career symphonic musicians focusing on career development and mentorship

Tanglewood: 127 Tanglewood fellows participated in a immersive music study with support from 148 donors

Prides themselves on “changing the face of the orchestra” by there being a diverse group of people in the group

Women make up 12.69 of orchestra

Important Figures: First Woman Harpist: Lydia B. White First Woman Bassoonist: Anne de Guichard First Woman Principal Player: Doriot Anthony Dwyer First Black Player: Ortiz Walton First Asian Player: Ikuko Mizuno

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VISUAL RESE ARCH & MOODBOARD

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CONCEPT DE VELOPMENT

RE-E VOLUTION OF BOSTON SYMPHONY ORCHESTRA Through out my design process, I came up with a gargantuan amount of ideas so I can represent the BSO properly. I was interested in working with typography with a lot of my concepts and figuring out ways on how I can work with the letterforms to come up with a symbol that reflects music symbols such as the treble clef. I wanted my logo to feel modern but with a classical touch, in order to attract to all ages. The problem with the BSO is that it’s not appealing to the younger generation and the goal of this rebrand is to create a visual language that will in turn bring everyone together to enjoy music.

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First initial sketches—my goal was to explore different marks related to my brand statement. I wanted these marks to reflect the essence of music, movement, and harmony, while capturing the sophistication of the symphony. I was exploring different ideas, that might have been seen as unconventinal at first, but assisted me with creating my final mark later on.

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BRAND ASSE TS

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COLOR PALE T TE

#195093

#1c3b59

#f7f7f7

#eaba6a

T YPOGRAPHY Headline

Body

Bodoni 72

Avenir

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

PAT TERN

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05

APPLICATIONS

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FUTURE PL ANS

OVERVIE W In the future, I want to explore motion design within this piece. Unfortunately, I didn’t have time to explore it this semester; however, since I’ll be taking motion next semester, I would like to revisit this and incorporate motion, especially in the out-of-home advertising applications.

I have a general idea of how I will approach motion. I want to start the video with a treble clef forming and emerging itself into the BSO logo. It would work beautifully with the logo and be interesting to explore.

However, I feel very proud of my accomplishments with this project. My logo and my applications work very well for the brand. However, during these next two years, I want to explore what I could do for the brand as I learn and gain more diverse skills.

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