Orchestre National Capitole Toulouse

The Challenge

The Capitole National Orchestra of Toulouse is a staple of the Opera and Classical Music establishment in France and is celebrated internationally. With a series of upcoming nocturnal concerts aimed at younger audiences and enthusiasts, the ONCT sought to refresh its identity to appeal to a new demographic of "uninitiated" theatre-goers without alienating existing followers.

Our Strategic Brand Design Approach

The ONCT is a prestigious icon and proud symbol of the Toulouse arts and spectacles circuit. Their location in the famous Place du Capitole evokes a strong sense of place at the heart of the city, where the Opera and Music Chambers are located. We wove visual cues and modern musical embellishments into an extended, modular design system, featuring striking visuals that could be layered and adapted for event programmes, print and digital advertising.  

Classic Brand Visibility In A New Era

Our shared vision was realised through a custom monogram featuring custom-designed typography with hairline serifs, bold colours representing the "Pink City" heritage associated with Toulouse, and a deep contrast to create a visual representation of nocturnal dynamism. Typography accompanying the new logo featured highlighted letters (O, N, C & T) within the full spelling of the words, helping to reinforce their identity and stimulate recall of the abbreviated form.

Brand Transformation Results

Playing to packed houses, the nocturnal concerts were a huge success, encouraging repeat visits from a new generation of audiences. In response, further concerts have since been created by the ONCT, featuring reinterpretations of contemporary music, delivered with the magnificence and grace of their timeless talent.