Landor Paris

The Orchestre de Chambre de Paris faced the challenge of being perceived as elitist. With its “Un-Classical Music” rebranding, Landor playfully deconstructed the rigid musical score system to create depth and dynamics that break with the traditional orchestra aesthetic. The design evokes emotions and connects audiences with the music – even before they hear a single note.

Interview with Luc Speisser

Red Dot: Who was being targeted through this campaign?

Everyone. Classical music has a universal emotional power that we wanted to make accessible to all. However, we did specifically place a focus on people who don’t typically engage with classical music. By creating a modern, playful visual identity with pop-cultural elements, we put the music into a different context. We aimed to remove barriers and invite a broader audience to connect with classical music in a new way. Ultimately, our aim was for classical music to feel like it belongs to everyone.

How did you translate that concept into a design strategy?

We reinterpreted one of classical music’s most rigid symbols – the musical score. By deconstructing the staff, its lines became our creative canvas, allowing us to rewrite notes in an emotional, relatable and tangible way. From rubber ducks for swan lake to love padlocks for Romeo & Juliette, this approach mirrors the orchestra’s mission: to evoke emotion and transport uninitiated audiences into the world of classical music, even before they hear a single note.

Tell us more about the visual style of the campaign and the typography …

The new brand identity is a celebration of contrasts. The musical staff is reimagined as a dynamic framework that has geometric typography, with music-inspired ascenders and descenders dancing within this structure. Playful iconography creates a sense of light-heartedness and accessibility. And the motion design reflects the fluidity of the music, with each motif capturing a specific moment of sound and motion, frozen in time.

Were you ever worried that your design might offend a more conservative audience?

If these people were going be offended, then Orchestre de Chambre de Paris already did that by taking classical music outside of concert halls into prisons, kindergartens and public spaces. The new design system simply translates this ambition into visuals and makes classical music accessible to all kinds of audiences.