Music without limits: The sonic identity of the Philharmonie de Paris
How do you create an audio identity for a brand that celebrates "music without limits"? This was the challenge for audio branding agency Sixième Son when they created sonic assets for the Philharmonie de Paris.
The Philharmonie de Paris is a cultural centre that encourages exploration of music. It consists of three concert halls, a museum, a media library, rehearsal rooms, numerous educational spaces, restaurants, and bars, and welcome 1.2 million visitors every year.
The space was designed by Christian de Portzamparc, and this is where Sixième Son took their main inspiration for the new audio brand. They interpreted the sound of the Philharmonie to be not just the formal work that is performed there, but the sound of the building itself - the way it resonates and hums with energy.
From this concept, Sixième Son extracted three key sounds that form the basis of the audio brand:
1. The orchestra tuning its instruments;
3. The flight of birds (the Philharmonie de Paris building is adorned with 360,000 aluminium birds).
The sonic logo and brand music compositions combine these musical and organic sounds into an atonal yet uplifting sonic identity. Brand voices were even chosen from Philharmonie collaborators - with children's voices used for the youth events.
The result is a flexible, original identity that honours the building and its work. This new audio brand is already in use in the hallways, announcements, films, and telephone customer services of the Philharmonie de Paris.