————————英国国家歌剧院新形象 | Rebranding for the English National Opera

2017-01-15 20:41 Rose ENO 歌剧院 英国

http://www.ad518.com/article/2017/01/10556

 

Design agency Rose has completed the rebranding of the English National Opera (ENO). The new look includes a refreshed logo as well as a new marketing strategy and visual identity.

The change comes after the Arts Council England announced plans to cut funding across the whole cultural sector in early 2014; the resulting cuts saw £5m taken from ENO’s funding.

Rose were subsequently appointed to review the ENO brand in late 2014, following a credentials pitch against several other brand consultancies. The agency says it was briefed to help ENO “connect with new and broader audiences”.

“Opera has long been perceived as an elitist and expensive art form, generally sung in a foreign language, and as a result, audiences who are otherwise culturally literate and enjoy many other art forms, assume opera isn’t for them,” says Simon Elliott, partner at Rose. “We wanted to change this perception.”

The new logo was in fact previewed last year, and retains the “singing” O mark of the original design, which was created by Mike Dempsey back in 1991. However, the redrawn version is slimmed down using a bespoke cut of FF Brown; the new typeface is also now used throughout all ENO communications.

In addition to the revised logo, Rose has developed several other areas of the brand experience in a variety of different media, for example, working with digital agency Substrakt to develop ENO’s new website.

Rose further worked with animation agency FGreat to create a custom online animation to specifically help market Madam Butterfly.

They also developed cafe items – permanent chinaware, in addition to take-away cups and bags – for the new cafe, run by Benugo, and staff uniforms, signage and way-finding throughout the Coliseum, which will be implemented in the next phase of The London Coliseum’s transformation.

 

英国国家歌剧院(English National Opera)位于伦敦南岸的中心地带,由丽莲·贝丽丝(Lilian Baylis)创建于1931年。

 

设计工作室Rose为歌剧院设计的新LOGO是基于之前的版本进行修正,这个LOGO由Mike Dempsey设计于15年前,以英国国家歌剧院缩写字母“ENO”组成,其中“E”、“N”两个较小的字母在上,较大的红色粗体“O”在下。现在,经过Rose的简化,在保持原有结构不改变的情况下将其统一为一种较细的字体。同时Rose工作室还为歌剧院定制了一款名为Lineto的字体,这套字体将配合全新的LOGO呈现在所有的视觉系统之中。

 

最终,新形象以更简洁现代的字体和排版将其与其他歌剧院区分开来,并且采用更开放的方式与其他艺术家进行合作,例如让这些艺术家根据歌剧或者场景元素来创作,并将创作的作品应用到和这出歌剧有关的宣传物料中,以讲故事的形式代替原来传统的标题加时间的宣传手法。

AD518编译
Via:http://www.logo-designer.co/rose-completes-branding-for-english-national-opera/
ROSE工作室官网:www.rosedesign.co.uk

本文地址: http://www.ad518.com/article/2017/01/10556


 

 

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