In 2017, the London Symphony Orchestra (LSO) introduced a new visual identity for its 2017/18 season. Instead of using typical images of musicians or instruments, they decided to do something much more experimental. The LSO turned to motion capture technology to create a visual language that reflects the energy, emotion, and dynamism of music itself. This collaboration, executed with the creative agency Design Bridge, used motion capture to turn music and conducting into abstract moving visuals. I found this project really interesting because it mixes classical music with digital art and motion design in. a way you don’t see very often or at least I haven’t. The whole idea was started by Sir Simon Rattle who was the LSO’s Music Director at that time. His conducting movements were recorded with twelve Vicon cameras at 120 frames per second. This helped to create a very detailed motion data that digital artist Tobias Gremmler later was able to transformed into abstract animations like abstract forms, which visually embodied the rhythm, intensity, and flow of the music. Form this data the team also created two typefaces. One of the looked more soft and flowing for a more gentle gesture approach. And the other was sharper and more angular for stronger movements. Both these typefaces worked together with the animations and the still images with this creating a full visual identity that was later on used everywhere. (The Partners Unveil Identity for LSO Formed by Tracking the Conductor’s Movement, 2017)
Abstract Forms and Motion
The abstract shapes generated from the motion capture are not random. Each shape is based on Sir Simon Rattle’s actual movements while conducting. However, the visualizations do not echo his motion. They turn his gestures into swirling vortex-like structures that suggest the textures and materials of an orchestra: wood, brass, smoke, and string. These organic, kinetic forms function as an “abstract score,” where lines, loops, and flowing wires communicate rhythm, energy, and dynamics in a visual language that parallels musical notation. Color and texture also play a big role. The animations use gradients, light flows, and semi-transparent textures to evoke elements of the orchestral soundscape. Air, vibration, resonance, and the interplay of instruments. Everything is always moving which reflects how music itself is never static. Here I really liked how the project manages to translate the feeling of music into a visual experience.
Impact and Significance
This approach positions the LSO as both a guardian of tradition and a forward-looking, innovative institution. By showing the conductors gestures in such an artistic way the visuals create a more emotional and personal connection to the music. In an industry where orchestral brands often remain conservative and predictable, the LSO’s identity stands out for its bold, kinetic abstraction. The combination of the custom typefaces and the abstract animations also helps with recognition. It shows that classical music can work with technology and contemporary design without losing its identity.
Relevance to Motion Design
For motion design, this project is a great example of how movement can be turned into something abstract but still meaningful. It shows how motion graphics can build a whole brand identity and not just act as decoration. Because every visual element comes directly from the conductor’s movements and the music, the design feels very connected to the source. It proves that abstract shapes can still tell a story and carry emotion.
Even if the project is really strong, there are some challenges. The abstract visuals might not make sense to all viewers. People who don’t know much about design or conducting might think the shapes are just pretty graphics without understanding the idea behind them. Another issue is the budget. Motion capture is expensive and needs advanced equipment, which means smaller orchestras probably couldn’t do something similar. However I was still very fascinated by this approach and project itself and the way it was executed.
Bibliography:
The Partners unveil identity for LSO formed by tracking the conductor’s movement. (2017, January 20). https://www.itsnicethat.com/news/the-partners-lso-identity-motion-capture-200117
