Muziekgebouw aan 't IJ

Branding a landmark

Muziekgebouw aan ‘t IJ is a leading international stage in Amsterdam, which excels in contemporary music and related genres including classical, jazz, electronic pop and world music.

Ambition

The Muziekgebouw aan ’t IJ opened its doors to the public in the spring of 2005. This spectacular building has become Amsterdam’s Concert Hall of the 21st Century, with an exciting, contemporary program which continually forges links with other eras, styles, cultures and art forms.

From innovative experiments to lyrical melodies and compositions in barely dry ink to masterpieces from the first half of the 20th century. The Muziekgebouw aan ‘t IJ shows musical developments with special series, festivals, multimedia concerts and exhibitions.

The building – a multi-award winning design of the Danish architecture firm 3xN – accommodates a special concert hall. Ceilings, walls, chairs, floors: all are flexible and movable. For each concert acoustic properties can be optimized.

MG_logo_uitleg_crop

Action

Since 2008 SILO is helping the Muziekgebouw to develop from a large subsidized building to a grand concert hall with an exciting musical repertoire with a broad audience. The building symbolizes the innovation which it is carrying.

2-mg_gebouw-2.jpg

We developed a visual identity that is based on the recognizable contour of the building, but also reflects the sounds from inside the concert hall. All kinds of compositions can be made with this simple and recognizable contour.

MG_vormtaal_uitleg_crop_1

Muziekgebouw responsive logo system

4-mg_vormentaal1.jpg

Visual language studies

Muziekgebouw_POSTERS_2

Muziekgebouw 10 years campaign

Muziekgebouw_Posters_1

Muziekgebouw poster seasons opening

MG_Maandposters_1_def MG_Maandposters_3
MG_Maandposters_2_def

Muziekgebouw monthly agenda series

We partner with the Muziekgebouw on numerous communications projects, with the aim of strengthening competitiveness, boosting sales and promotion of the music aan ‘t IJ as a unique and valuable cultural institution.

MG_POSTERS

Muziekgebouw selected posters

Impact

The Muziekgebouw aan ‘t IJ deploys the new brand strategy in order to achieve three specific objectives: a vibrant center on a superb location, touching people’s heart with the versatility of modern music, and a commitment to innovation in changing concert practice.

The visiting public developed in a broader spectrum thanks to more diversity in the programming and a more open communication.

Projectinfo

  • Client
    Muziekgebouw aan 't IJ
  • Year
    2009 - heden
  • Awards
    Gold - European Design Awards 2012

More info?

m11_rene_068_2

Rene Toneman
+31 (0)70 3856 946
+31 (0)6 24 66 07 37
rene@siloagency.com

Share this case