The new logo delivers a memorable and recognizable presence through an “O” — for Opera — that has been dipped in liquid and made to reverberate with sound waves.

To create the identity we invited some of the performers to participate in an audiovisual experiment. With the help of sound waves generated by vocal chords, movement and instruments – as well as some clever computer work – we were able to create a moving, dynamic identity.

The result is captured in motion and stills to create an unexpected logo (or set of logos) with rich textures.

As mentioned above, we included members of the ensemble in the design process, making the visual identity their own. The wordmark and colour palette are designed to complement to the expressive “O”s. Clearly secondary elements, not competing with the main attraction. The visual identity was implemented on all touch points – online, in communication, stationery, physical environments, etc.

The visual identity has already caught great attention since launch in March 2017. The project has been featured online by Brand New and other design blogs, and there's more coverage to follow. The new visual identity has simplified the everyday life of all those who work with GöteborgsOperan's communication on a daily basis (the house employ 1.100 people).