Imago was a large-scale community opera commissioned by Glyndebourne in 2012, exploring themes of ageing and transformation in a digital world. The branding challenge was to create a distinctive Opera Identity that visually captured the core narrative—an elderly woman, trapped in her ageing body, finds new life through the Imago technology, which allows her to enter a virtual world. The concept of metamorphosis was central to both the story and the design. The opera’s title, Imago, refers to the final stage of a butterfly’s life cycle, symbolising emergence and renewal. Our task was to translate this powerful metaphor into a striking Opera Identity that would work across digital and print platforms, ensuring the branding resonated with audiences and aligned with Glyndebourne’s reputation for bold, high-quality design. Opera Identity – Glyndebourne Imago Inspired by the intricate patterns found in butterfly wings—reminiscent of the pixelated nature of digital screens—we developed a dynamic Opera Identity that serves as both a symbol and a storytelling device. The word IMAGO is framed within a butterfly-shaped visual structure, composed of a shimmering grid of coloured ‘pixels’, evoking the fusion of nature and technology that lies at the heart of the opera. Within the delicate outlines of the wings, we embedded silhouettes of the two central characters, subtly reinforcing the opera’s human narrative. To bring the identity to life, we created an animated version of the logo, designed for digital marketing, video trailers, and on-screen branding. The movement within the animation mirrors the themes of transformation and rebirth—pixels shift, pulse, and coalesce, mimicking the delicate unfolding of a butterfly’s wings. This subtle motion not only enhances the visual impact but also deepens the emotional connection with the story, reinforcing the opera’s exploration of digital rebirth. By integrating animation into the branding, we ensured that the identity wasn’t static but evolving—just like the opera’s protagonist. The result is a bold yet intricate Opera Identity that encapsulates the opera’s themes while providing a flexible, recognisable identity for all promotional materials.Opera Identity – Glyndebourne Imago
Opera Identity – Glyndebourne Imago
The Brief
Our Design
