The challenge was to develop the identity for a new classical music festival in the heart of Lisbon, involving some of the city’s most emblematic cultural venues around Avenida da Liberdade, such as Cinema São Jorge, Capitólio and Teatro de Variedades.
Inspired by the spirit of the “Dias da Música” at CCB and created by Miguel Leal Coelho and Paula Fonseca, former CCB administrator and former Director of Performing Arts respectively, Around Classic was conceived with a clear ambition: to “desacralize classical music” and bring it closer to wider audiences. Dedicated this year to Johann Sebastian Bach, the festival is designed as a long-term cultural project, with the intention of continuing in 2026 and 2027.
Beyond the development of the visual identity, the project also included the creation of the naming and the strategic positioning of the festival.
This is how Around Classic was born.
The name conveys the idea of circulation and encounter: music happening “around” the city, across historic venues, bringing together artists of different generations and diverse audiences. “Around” suggests movement, proximity and community; “Classic” affirms the prestige and tradition of classical music. Together, they balance heritage and contemporaneity, creating a brand that is open, international and memorable.
The identity was conceived as a flexible system, capable of adapting to different editions while maintaining a strong and consistent unity over time. The visual language is contemporary and modular, allowing it to dialogue with multiple formats, from digital platforms to urban communication, and to accommodate different programs, partnerships and brand extensions.
Around Classic positions itself as a space of cultural excellence where professional Portuguese and international musicians, as well as music students, present their work and share experiences. The festival aims to become a platform for artistic and human exchange, promoting dialogue between tradition and modernity.
More than a festival, Around Classic is a meeting platform centred on classical music, contributing to its dissemination and appreciation in Portugal and internationally.