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LogoLounge 6 by Bill Gardner, Catharine Fishel

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(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:20
020-031_21373.indd 20 9/23/10 9:16 AM
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LogoLounge 6
(Text)
Design Firm
Sagmeister
Casa da Música
Identity Redesign
Client
Project
When Stefan Sagmeister presented his identity solution to client Casa da
Música, a remarkable arts and music space in Porto, Portugal, an equally
remarkable group of Porto citizens—800 in number—came to watch and
learn. The presentation had been moved twice to accommodate the bur-
geoning audience, and if the Casa’s 1,300-seat hall had been available, it
likely would have been filled, so great was the interest in the project.
The larger hall was not available because it was hosting an international
piano virtuoso that evening, just part of another full day of culture at Casa
da Música: an art exhibition opening at 10 a.m., a sound installation at
noon, a large group of disabled children visiting at 1 p.m., followed by Sag-
meister’s presentation/event at 4 p.m., the virtuoso at 7 p.m., and a rave for
some 2,000 people at midnight. Sagmeister attended every single event.
Porto is a city in love with the arts. After opening in 2005, Casa da Música
quickly became a landmark, a destination, and a hub of civic pride. Citizen
interest in and participation with Casa runs high.
“If we had redesigned the logo for Lincoln Center, you would not read about
it in the New York Times,” Sagmeister says. “In Porto, the identity design
process had been featured in full-page articles in the general press. The
facility is really a manifestation of how well a center can be run through gov-
ernment funding and private donations. The center can host super-popular
events as well as esoteric events, and has funds for both. The client was
incredibly smart and lovely, and the city and architecture are first-rate.”
When Sagmeister’s office was brought into the project in 2007, the venue
did have an existing logo, simply a literal representation of the building that
showed its unusual architecture. The client was also using the tagline, “One
house, many musics.”
Initially, the client desired to keep the old tagline in the new identity, but
Sagmeister did not agree. “I thought they should not have a tagline at all.
If you have to say what you are, you are not it. I almost instinctively do
not believe in taglines at all. Instead, we made the main trajectory for the
project to be how to display the tagline in a visual system without having
to say it,” he recalls.
The Casa da Música logo, based on different views of the venue,
created by Sagmeister, Inc.
The architecture of the Casa da Música in Porto, Portugal, is
extraordinary from any view. The building and the events that
it houses are a source of great civic pride for the city. Its new
identity, created by Sagmeister, Inc., is as accommodating and as
expressive as the place itself.
I thought they should not have a tagline at all.
If you have to say what you are, you are not it.
(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:20
020-031_21373.indd 20 9/23/10 9:15 AM

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