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MOZARTFEST WÜRZBURG

Amadeus 2.0

After several decades of programmatic evolution, the Mozartfest Würzburg was projecting a visual identity that was not consistent with the festival’s cultural offerings. Q was asked to expand the visual perspective from the past toward the present.

After several decades of programmatic evolution, the Mozartfest Würzburg was projecting a visual identity that was not consistent with the festival’s cultural offerings. Q was asked to expand the visual perspective from the past toward the present.

THE GOAL

Since 1921, the Mozartfest Würzburg has presented orchestra and chamber music concerts each year. With the inauguration of artistic director Evelyn Meinig, the musical program was broadened from Baroque to elements of contemporary, even popular music. In addition, she realized that the Mozartfest’s graphic presence was not appropriate for younger audiences, so she asked the Q team to rethink and refocus the overall visual concept.
Before
After

THE LOGOTYPE

With its ornamental playfulness, the legacy logotype evoked the Baroque era, but it was unrelated to later musical styles, and its legibility deteroriated as its size decreased. Our goal was to “de-squiggle” the logotyope and open it to current musical tastes. Together with calligrapher Petra Beisse, we created an M as a typographic icon (for Mozartfest) and combined it with a modern sans-serif font for the event name. In June, when the 2017 Mozartfest begins, the whole City of Würzburg is dominated by the new visual approach.

THE PROGRAM BOOK

The audience – 25,000 guests per year – learned about the new design in two phases: In the first three years, the new “M” was displayed prominently on the cover of the program brochures. The red booklets echoed the visual appearance of previous years, but they also reinforced the  the new design concept.

For the 2017 Mozartfest program brochures, the guiding theme was brought to the foreground, and background color, format and paper were changed. In addition to the basic layout, Q is also responsible for the image spreads. (Typesetting was provided by a freelance designer in Würzburg.)

THE WEBSITE

Our team developed the initial design concept for the new Mozartfest website. Programming and editing are provided by an agency in Würzburg.