Amsterdam Sinfonietta Identity — An identity that captures the transformative nature of music

Print Visual identity Motion

Amsterdam Sinfonietta is an independent music ensemble with an international reputation, and a repertoire encompassing everything from baroque to contemporary music. Studio Dumbar has worked with Amsterdam Sinfonietta for well over a decade, and when it came to refreshing their visual identity they once again asked for our help. The aim: to reflect their true essence, creating a contemporary look and feel suitable for application across a wide range of printed and digital media.


The essence of Amsterdam Sinfonietta can be summed up in four key words: quality, perfection, experimentation and innovation. They continually strive for excellence, performing classical music with a uniquely inventive spirit. The main theme of our strategy, metamorphosis, reflects the orchestra’s innate drive to create new experiences, as well as the fleeting, transformative nature of music itself.


A clear, confident logotype is supported by a flexible look and feel, with a strong personality and a particular focus on colour. Like music, colour can be fleeting, expressing a spirit or mood before changing. To communicate this notion, we created a custom code that transforms music into dynamic patterns (still and motion), made by repeating the brand’s AS acronym in an endless variety of configurations. This technology enables designers to create graphics that relate directly to a specific piece of music.


The technology–led concept to visualise music reflects the forward–thinking attitude of the Amsterdam Sinfonietta, contributing to an innovative, dynamic identity and reflecting its reputation on the international stage.

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