Just returned from a weekend in Boston, where I witnessed a spirited evening of new-ish music courtesy of Dinosaur Annex, and had a revelatory Chinese meal courtesy of the Peach Farm. I also took lots of photographs for a class I’m starting, and was eagerly importing them when my Aperture library decided to collapse in a heap of corruption. And of course I’d already erased my camera, but hadn’t backed up, so I lost them all. I was especially sorry because there was one of a tub of eels.
In the excitement over the actual content of New York Phil’s season announcement, I missed that they also unveiled a totally new identity! This makes me indescribably happy. Their old logo and graphics were so generic I actually had to remind myself what they looked like— oh, right:
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A swoosh. A musical staff, sure, but still trite, corporate, and completely bland, not to mention poorly executed.
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The new logo is the polar opposite. The roles of the graphic and the type are reversed; now, the letterforms themselves create a sense of motion and excitement, and the red line is the anchor (like a baton! I get it). The typography is certainly unconventional (it reminds me of a circular saw blade) but I think that’s kind of what the Phil needs right now— an antidote to years of staid, uninspired administration. (Take a look at some beautiful logo treatments at Pentagram’s blog.)