Osesp (São Paulo Symphony Orchestra)
The São Paulo Symphony Orchestra (Osesp) is a key player in the cultural scene of São Paulo. Established in 1954, the orchestra has had its headquarters in various theaters and auditoriums, facing challenges and achieving triumphs along the way. In the field of graphic design, it gained recognition with the series of posters created by Kiko Farkas in the early 2000s, immortalized in the book “Musical Posters” (Cosac Naify). Today, based in the iconic Sala São Paulo, Osesp is acknowledged as the best Latin American orchestra.
In 2023, Polar was invited by Osesp to revisit its graphic legacy and develop a new visual identity, adaptable to its diverse application needs and capable of attracting a new audience to discover it. The new identity, aiming to be a sensory and captivating invitation to rediscover classical music, was conceived through the juxtaposition of two distinct layers.
The first layer, rational and disciplined by nature, emphasizes the dialogue between time, rhythm, and tempo. This approach is reflected in vertical bars that run through the entire graphic system, as well as in the flexible logo, where the letters forming “Osesp” are arranged like musical notes in a nod to a music score.
The second layer of the visual identity focuses on emotion and seeks to express, with sensitivity, the experience of listening to and watching the orchestra. In this aspect, a grouping of shapes reacts to musical information, transcending the technical aspect of sheet music. The abstract graphics represent the sensations and moods evoked by the music. To create these elements, a generative design system called “Instrument” was developed. In this system, a sound input is visually translated into compositions of ellipses, allowing for the creation of infinite compositions and a connection with the pieces they reference.
The color palette, with its variety, provides the flexibility needed to reflect the diversity of emotions conveyed by the orchestra. Additionally, it facilitates the creation of derivative identities for specific projects, keeping the brand constantly refreshed over the years. The typographic voice of the institution is entrusted to Gal Gothic, designed by Brazilian type foundry Blackletra, with a highly functional design that connects with the music universe from its inception. For editorial materials, Silva Text is added to the typographic selections, ensuring both readability and a high level of sophistication for text-heavy pieces. These typographic choices not only meet the design team’s specific needs but also pay homage to two musical artists from different generations, both integral to the Brazilian musical repertoire.
