FRESH | CAPSULE ORCHESTRATES ESCAPE FROM CLICHÉS
George Heinrich Photography
The Minnesota Orchestra tapped Capsule to develop an identity that would help it expand beyond the current audience to broaden engagement, grow revenue, diversify its presence in the community, and become more “events-driven.” The design firm decided early on to avoid the typical cliched symbols of music, but rather to focus on metaphors of rhythm and sequencing. The finished design solution incorporates the best known architectural component of Orchestra Hall — the cubes — elements that are essential to the acoustic quality and vibrant sound created within the hall. The cubes are arranged in a circle pattern forming a letter “O” monogram. The circularity, say Capsule officials, “represents inclusivity, celebration and a more open environment that encircles the crowd with music.” The Orchestra was founded in 1903.
MINNEAPOLIS MN
George Heinrich Photography
12 G D U SA