Building as a beacon
Muziekgebouw in Amsterdam is a leading international venue for contemporary music and related genres, including classical, jazz, electronic pop, and world music. Having worked for Muziekgebouw for over 15 years, Silo continues to gradually — and at times radically — revise and strengthen the brand identity.
Client
Muziekgebouw
Awards
Bronze Lamp ADCN Awards, Gold European Design Award 2017, Gold European Design Award 2012
Concert hall of the 21st century
Since its opening in 2005, Muziekgebouw aan ’t IJ has become Amsterdam’s concert hall of the 21st century. With an exciting, contemporary program which actively seeks to connect to other eras, styles, cultures and art forms, Muziekgebouw lets visitors experience contemporary music: from innovative experiments to lyrical melodies and from the newest compositions to masterpieces from the first half of the 20th century.
The building accommodates a unique concert hall with flexible and movable ceilings, walls, chairs, and floors.
Pulsating icon
Muziekgebouw aims to inspire a broad audience. The building and location reinforce this mission and are decisive for the identity and image of the brand. Silo developed the ‘beacon’, a pulsating icon, which – like the multi-award-winning building by architecture practice 3xN itself – offers orientation and guidance to anyone looking for new musical experiences.
Graphic music notation
The supporting visual style is in line with a trend in which image and movement are increasingly prominent, partly through the use of tablets and smartphones. The visual language is based on graphic music notation. By combining images of musicians with moving graphic lines and shapes, the sound and feel of the music are visually emphasised.
Uniform, yet flexible
The brand identity does away with a strict coupling of the logo – the ‘beacon’ – and the name. This allows both elements to be used freely and more flexibly. In 2023, we have focused on adding a strategic layer to the brand communication, emphasising the authentic and unique experience Muziekgebouw offers its visitors.
