Milan’s most prestigious orchestra needed stronger links to the city and a more resonant image. Alessio Galdi and Teemu Suviala of Landor explain how curiosity and exploration led to a dynamic rebranding.
In business as in music, overtures are important. When the Milan Symphony Orchestra (or more accurately, the Orchestra Sinfonica di Milano) first contacted Landor, the ensemble had a recognition problem. Previously, the orchestra was named “La Verdi”. As classical music enthusiasts know, Giuseppe Verdi was born near Parma. So the initial brief was clear: to strengthen the orchestra’s connection to the city of Milan.
Alessio Galdi, Creative Director at Landor in Milan, explains: “The name ‘La Verdi,’ while evocative of Italy’s rich musical tradition, was not entirely representative of a modern and ambitious symphony orchestra. One of our first challenges was to overcome this perception and craft an identity that truly reflected their vision for the future.”
A defined identity would give the orchestra a bigger presence on the international stage, in turn attracting new talent and younger audiences, as well as enabling it to secure financial support in its home base by emphasizing its Milanese roots.
“It was an exciting challenge that allowed us to combine strategy and creativity to elevate Milan’s musical excellence,” says Alessio.
Landor’s solution was imaginative and compelling: a sharp, colourful rebranding that combines references to the Duomo cathedral and the Futurist art movement with the drama of orchestral music. In the digital space, the typography can literally “dance” to music.
Openness is important for any client because it drives innovation.
A sense of responsibility
Cultural institutions can sometimes be risk averse, with the weight of history on their shoulders and a certain formality in their approach. Was that true of the orchestra? After all, classical music has a rather “serious” reputation.
Alessio responds: “It’s always a pleasure to work with cultural institutions in Italy because of our immense heritage, rich with artistic movements, diverse from city to city, and deeply connected to music.”
The orchestra grasped Landor’s idea right away, he continues. “We presented only one idea because we knew it was the right one, and it was immediately embraced with great enthusiasm. This success was also thanks to the openness of the client, who trusted our vision and allowed us to push boundaries.”
Landor’s Global Chief Creative Officer, Teemu Suviala, elaborates: “Openness is important for any client because it drives innovation. Trust and confidence in the relationship pushes and empowers teams, on both the client side and our side, to experiment, to think boldly, and to embrace curiosity. I believe creativity is really about curiosity and empathy.”
The project had a special dimension in that it was not just about an orchestra, but a key element of Milan’s cultural identity. “Working on something so culturally significant and deeply cherished by the people of Milan came with a great sense of responsibility,” Alessio affirms. “Perhaps the real challenge was ensuring we met those high expectations and honoured the orchestra’s importance to the city.”
Immersed in the city
How are ideas as bold as this one born? Teemu reiterates the need to “dig deeper”, whether that means looking beyond the initial brief to identify a more profound need, or digging deeper into potential sources of solutions – in this case “what is most important in Milanese culture, whether it’s music, architecture or art.”
Alessio says the creative process is not linear, but never chaotic. “It involves brainstorming, sessions with the client, sketches, and on-site explorations, all blending together to create something meaningful.”
Early discussions were a close collaboration between the strategy team and the client. “We began with a workshop to generate ideas and explore semantic territories. It was a great moment of sharing, where everyone contributed their perspective. From there, we took to the streets of Milan with notebooks in hand, visited museums, and immersed ourselves in the city’s rich cultural fabric. Gradually, we realized how much Futurism and the early 20th century are defining aspects of Milan’s identity. This sparked the question: could we connect this powerful artistic movement to the orchestra to emphasize its deep ties to the city?”
A musical language
Out of that initial spark came a typographic form that’s also a musical language: TUMB TUMB. “The concept was to create a unique language, one that would belong not only to the orchestra but also to the city and its cultural landscape. And what better way to achieve this than by linking it to the holistic and artistic expression of Futurism? The result is a dynamic and synesthetic expression, inspired by Milanese Futurist iconography.”
In its printed form the language is static, but in the digital space it can be “activated” by sound, generating new shapes that recall the form of the logo – and “transforming the orchestra’s identity into a living, musical experience.”
The rebranding is both intellectual and accessible, looking dramatic and fresh across many platforms, right down to merchandise. It was a frank economic success for the orchestra from the start, with revenue and subscription sales rising 56.9% to over 1.3 million euros from December to May 2022.
Rejuvenation and optimism
If part of that success is based on the presence of new, younger audiences, so much the better. Teemu is convinced that there is a resurgence of interest – or at least that classical is more visible to young people now. “In places like TikTok, you can see not only old hits from the 80s, but also classical piano music being played…A lot of driven and passionate individuals are looking at music like jazz and classical as places to explore and experiment.”
Alessio echoes this thought. “There’s an appetite for classical music among young people, but it’s evolving. The Milan Symphony Orchestra is trying to tap into this by reimagining the live experience through digital platforms and new types of engagement. For example, they’re transforming the auditorium into a space that integrates with the city’s social life – offering future opportunities for events like aperitifs and interactions with musicians.”
Like the rebranding itself, he says, the challenge is to blend the rich tradition of classical music with a modern identity that resonates with a younger, more diverse audience. “It’s about creating new experiences that make classical music feel more accessible and relevant in today’s world.”