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Alte Oper (Old Opera) in Frankfurt is one of the most renowned concert halls in Europe and one of the city’s historical attractions. At the heart of the brand is the classical concert hall, but by offering jazz and other entertainments as well as hosting congresses and various additional events it also reaches out to other target groups. With the arrival of a new manager, a fresh Corporate Design was called for. The brief: not only to appeal to a conservative core target group on a high and inspiring level but also to attract target groups of younger audiences. The brand “Alte Oper” – large and self-confident, clear and consistent.