Musical brand

Ogilvy’s Brand Redesign for the New York Philharmonic Honors Its New Chapter

She too must constantly evolve with the times and redefine her relationship with her audience. And in this context, it has just launched a complete rebranding of its visual identity, in partnership with the global agency Ogilvy.

The identity was launched as the New York Philharmonic prepares to return to Lincoln Center’s David Geffen Hall at 65th and Broadway this fall. This iconic space has been radically redesigned as part of a $550 million project, with the aim of creating a state-of-the-art theater that enhances the concert experience for everyone.

The new David Geffen Hall will allow people to see, hear and experience the New York Philharmonic from all possible angles by inviting the public to surround the orchestra, allowing people to have a more inclusive connection and revolutionary with music. The new logo and visual identity reflect this new approach while keeping its deep ties to New York City at its core.






“New York surrounds the Philharmonic, just as the audience surrounds the orchestra,” says Marcos Kotlhar, creative director at Ogilvy New York. “We embraced these realities and made them the core of the new visual identity.

“The logo highlights the rare place the New York Philharmonic calls home and reflects the experience audiences will have in the new hall. We’ve also used the new logo throughout the system to place their musicians and marquee concerts at the center of the brand. We are honored to have played a part in helping the New York Philharmonic write part of their history as we all look to the future together.”

Deborah Borda, Linda and Mitch Hart, President and CEO of the New York Philharmonic Orchestra, add that: “The brand that Ogilvy has created reflects a modern and dynamic New York Philharmonic Orchestra, an organization that stands at the center of New York’s cultural conversation. Thanks to the Ogilvy team for their creative work on our behalf.”













This project must surely find an echo in the agency that carried it out, because its original founder, David Ogilvy (1911-1999), was a fervent supporter of the orchestra. As a member of the city’s creative community, he devoted his talents to supporting the arts, including serving on the board of the Philharmonic Orchestra in the 1950s and 1960s.

He often contacted the heads of competing agencies to suggest that they consider Philharmonie sponsorship for their clients. In fact, in 1958, he wrote to 23 agencies, including Norman H. Strouse who served as President and CEO of J. Walter Thompson; you can see his letter titled ‘Bernstein is Hot’ here.