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SOUND BRANDING

Bozar is a word

Analysis - Reflexions - Propositions

How it started

 

 

In 2005, the internal operations of the Centre for Fine Arts were given a contemporary makeover.

 

As a result, the communication to the general public also underwent a radical facelift.

 

The old-fashioned approach disappeared and made way for a contemporary interpretation. In the full sense of the word.

 

The versatile “art insititute” got a real name. One that was not only young and hip, but also rang a bell internationally. Just as important cultural houses in international metropolises did. MoMA, Tate, the Rijksmuseum, Moco, Beaubourg...

 

Studio THINKNTALK designed the sound logo in line with this global new vision and graphic starting point.

 

BOZAR was forcefully whispered into the ear and brain of the listener. Here it is, clear and delineated: this is the new Art Palace with a view of the future.

 

 

Today and tomorrow

 

 

After several years, THINKNTALK provided a slight evolution in 2011. The powerful tambours that were needed at the beginning to assert the new brand were toned down.

 

The call sign, which by now was well established, was reduced to its essence BO-ZAR. But still whispered. Because the less loudly you shout on radio, the better you are heard. The call sign, which by now was well established, was reduced to its essence BO-ZAR. But still whispered. Because the less loudly you shout on radio, the better you are heard.

 

The greater also the involvement of the listener who feels more personally addressed in this way.

 

 

 

Art will have new codes.

 

Let’s use them on every level.

 

 

 

 

Storytelling

 

 

For us, the familiar BOZAR sound has to evolve, without changing radically.

 

But intellectually it also needs a upcoming fresh approach. An original base. Something innovative to build a solid future on.

 

The new sound logo has to express exactly what the new graphic logo does. Communicate Bozar as “a word” which has “a slide twist” in the letter “a”. On first side, the name looks usual but a second look shows you more. Discreetly and efficiently.

 

Our sonnic branding is based on the same magic. The word Bozar is composed by 5 letters we bring to life. This leads us to the use of a musical cryptogram, a cryptogrammatic sequence of musical notes.

 

 

This is a well known and serious composition method. The most common musical cryptogram is the B-A-C-H motif. But also Schumann, Brahms and many other important and even contemporary composers used the technique.

 

 

The musical cryptogram is more then just a game. To the knowledgeable listener it brings a share message: we have something in common. We belong to the same artistic world.

 

 

Bozar in 5 letters we put in a tempo of 5/4. With a open cord on A (or La), the note that sets the tone. Result: using the complete alphabet from A to Z, the sound logo of Bozar is composed by Si, La, Mi, La, Re

 

 

These notes are played by instruments from classical, ethnic to electronical. Articulated in a dialogue evoking the complete Bozar universe. From the historical heritage to the most contemporary skills.

 

 

The table of the alphabet corresponding to the musical notes looks like this:

 

 

 

A B C D E F G
La Si Do Re Mi Fa Sol

 

H I J K L M N
La Si Do Re Mi Fa Sol

 

O P Q R S T U
La Si Do Re Mi Fa Sol

 

V W X Y Z
La Si Do Re Mi

 

B O Z A R
Si La Mi La Re

 

 

 

 

 

New Sonic Branding Bozar we proudly present

 

 

 

 

 

 

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