The greatest challenge in developing the corporate identity was to create a stylishly pleasing bridge between fresh, modern design and classical high culture that rests on a foundation of visual modernism.

Our goal was thus to ensure a corporate design with a sophisticated appeal at all levels and to nurture the target group not only aurally, but also visually.

In addition, the brand experience was to be enhanced and a never-before-seen packaging was to be created that did justice to the brand. A collector’s item that rose above the conventions of the saturated market for music.

We gave extraordinary music a commensurate visual form – derived directly from the orchestra’s logo. The circle concept taps into the rotating movement of nearly all music media: from vinyl to CDs, DVDs, Blu-ray and downloads.

Via a music book, we gave lovers of classical music new ways to experience the music of the Berliner Philharmoniker – for instance in their own music gallery from the comfort of their home.

Even before the official launch, lovers of classical music from 49 countries had already placed 12,000 pre-orders. With no advertising, only the power of the music and the design.