In 1990 Rufus Leonard Design Consultants designed a new corporate identity for the London Philharmonic Orchestra. Their brief was to produce a ‘mark’, a combination of symbol and lettering, for use on all the orchestra’s communication material. The finished design was based on the image of a conductor with batons, or music dancing between outstretched arms. This top-quality photographic print, known as a ‘master bromide’, would be given to the printer as a standard by which to judge all subsequent prints. The text at the bottom warns people not to redraw or alter the mark and to use the master bromide whenever making a reprint.