Muziekgebouw aan 't IJ
Rebranding a landmark
Muziekgebouw aan ‘t IJ is a leading international stage in Amsterdam, which excels in contemporary music and related genres including classical, jazz, electronic pop and world music. Since 2008 SILO collaborates with the Muziekgebouw with the aim to inspire and surprise a broad audience interested in contemporary music.
Ambition
The Muziekgebouw aan ’t IJ opened its doors to the public in the spring of 2005. This spectacular building has become Amsterdam’s Concert Hall of the 21st Century, with an exciting, contemporary program which continually forges links with other eras, styles, cultures and art forms. From innovative experiments to lyrical melodies and compositions in barely dry ink to masterpieces from the first half of the 20th century. The Muziekgebouw aan ‘t IJ shows musical developments with special series, festivals, multimedia concerts and exhibitions.
Concerthall Muziekgebouw
The building – a multi-award winning design of the Danish architecture firm 3xN – accommodates a special concert hall. Ceilings, walls, chairs, floors: all are flexible and movable. For each concert acoustic properties can be optimized.
Action
Since 2008 SILO collaborates with the Muziekgebouw with the aim to inspire and surprise a broad audience interested in contemporary music.
The former visual identity (designed by SILO in 2008) adopted the recognizable outline of the building as a starting point: The building symbolizing the innovation which it is carrying. The visual style is evolving over the years. In the beginning of 2016 the complete brand identity has been redefined.
Concept
The Muziekgebouw likes to lead in displaying the versatility of contemporary music. They function as a reference. The building and location reinforce this mission, and determine the identity and image of the brand.
Muziekgebouw functioning as a beacon for contemporary music
SILO developed the ‘beacon’. The logo has become a pulsating beacon, orientation and guidance for anyone who is looking for new musical experiences. The building fulfils the same function. It is a beacon on the waterfront, a gathering place for music fans of all ages, a landmark full of leading music.
Beacon pulse 
The supporting visual style is in line with a larger trend in which image and movement is increasingly prominent, partly through the use of tablets and smartphones.

SILO developed a visual language based on visual scores. We combine image of musicians with moving graphic lines and shapes, which visually emphasizes the sound and feel of the music.
Visual partitures
The link between the logo (now the ‘beacon’) and the name is released so that both elements can be used freely and more flexible. We applied the typography and color usage. And for many communication items we created new guidelines to achieve a more uniform appearance and time savings in production.
Muziekgebouw grid system
Muziekgebouw products style
We partner with the Muziekgebouw on numerous branding and communications projects, with the aim of connecting audiences with contemporary music, strengthening competitiveness, boosting sales and promotion of the Muziekgebouw as a unique and valuable cultural institution.
The Muziekgebouw aan ‘t IJ deploys the new brand strategy in order to achieve three specific objectives: a vibrant center on a superb location, touching people’s heart with the versatility of modern music, and a commitment to innovation in changing concert practice.

The visiting public developed in a broader spectrum thanks to more diversity in the programming and a more open communication.
Muziekgebouw office correspondence system