The Leonard Bernstein Office manages the licensing, editing, publishing, and promotional activities relating to the lifework of composer and conductor Leonard Bernstein (1918-1990).[1] In advance of Bernstein’s 100th birthday, celebrated from August 2017 to August 2019, the Office commissioned a new visual identity for the centennial and its ongoing operations.[2]
Design and History
The identity was created by the New York design firm Chermayeff & Geismar & Haviv, which announced the project in spring 2017.[3] The symbol combines a bold red “B,” representing Bernstein’s name, with a specially drawn G-clef, creating a close association between the Bernstein name and the field of music.[4] The design sought to connect Bernstein’s name with the concept of music for new generations of audiences who may not be as familiar with his legacy.[3]
The identity was developed as a flexible system. During the centennial period, the wordmark comprised Bernstein’s name with the phrase “at 100.” After the centennial, the phrase was designed to change to “office.”[4] The Leonard Bernstein Office rolled out the identity in spring 2017, with centennial celebrations beginning with a private launch event.[3]
Meaning and Symbolism
The official logo guide describes the symbol as a combination of a bold red “B” and a specially drawn G-clef. The “B” represents Bernstein’s name, while the G-clef, a standard musical notation symbol, ties the mark directly to music.[4] The firm stated that the symbol was intended to create a close association between the Bernstein name and music for audiences who may not be familiar with his impact and legacy.[3]
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