Rebranding for the most acclaimed German boys choir

With an incredible 800 year history, Dresdner Kreuzchor is the one of the oldest, most esteemed boys choirs in the world and Dresden's most acclaimed cultural institution. In preparation for their upcoming anniversary celebrating eight centuries of soul-touching tradition, they needed a modern new identity to launch them into their coming century while treasuring their sacred heritage. 

The impact of the choir on listeners is an experience that can only be described as “deeply moving”. We defined this “moving experience” as their brand essence and translated it into designs of clarity and restraint – a historical serif treated in an ethereal manner combined with a palette reflecting gilded tradition and vibrant youth.

The resulting identity – like the music itself – allows room for interpretation and imagination. It positions the choir as a modern organisation with rich historical roots, playing an emotionally meaningful and spiritual role in contemporary society.