The Melbourne Symphony Orchestra (MSO) has launched a new brand identity as it celebrates its 120th year—created in partnership with brand transformation studio, Disegno. Inspired by the creative idea ‘Shape of Sound’, the work repositions the MSO not just as an orchestra, but as a timeless and evolving cultural force in a fast-changing city.
Rooted in movement, rhythm and resonance, the identity honours the MSO’s orchestral heritage while confidently projecting it forward. It’s a brand system built to move—emotionally, physically and culturally—across stage, screen, seasons and international borders.
Designed with clarity and accessibility in mind, the new logo connects as effortlessly with first-time concertgoers as it does with long-time subscribers, giving the MSO a broader and more inclusive visual presence. A brand that captures the power of live performance and the creative energy of the city that surrounds it.
A logo that moves
At the centre of the identity is a custom logo where each letter carries motion and meaning. The ‘M’ is grounded and rhythmic. The ‘S’ flows like a conductor’s gesture. The open-bracketed ‘O’ resonates outward like the ring of a final note. Together, they create a system that balances gravitas and grace with energy and elegance.
“This is music you can see,” said Marino Di Camillo, founder of Disegno. “We’ve created an identity system with elegance and energy—something that can hold Mahler on Monday and a cinematic score on Saturday.”
It’s a brand designed to perform—physically and digitally—supported by an expansive brand toolkit of colour and expressive graphic devices that move with the moment and scale with ambition.
Where Strategy Meets Symphony
Disegno’s remit wasn’t just visual—it was strategic. The identity supports the MSO’s future programming, international touring, audience growth and community engagement.
“This was always more than just a design project,” said Aaron Turner, partner and head of strategy. “This was a cultural value exchange between Melbourne and the Melbourne Symphony Orchestra. An opportunity not just to reflect Melbourne’s cultural identity, but enrich it through the new MSO brand.”
“Our role was to honour the discipline of orchestral performance while capturing the energy that makes live music unforgettable. ‘Shape of Sound’ isn’t just a concept—it’s how the brand behaves. Refined one moment, explosive the next. That’s what makes it so distinctively MSO,” said creative director Natasha Pandji.
‘Music That Moves Us’
The new identity made its public debut through the 2026 season campaign, launched at Hamer Hall on August 13 2025. Titled ‘Music That Moves Us’, the campaign placed MSO musicians in motion against expressive, atmospheric images of Melbourne’s streetscapes and landmarks, captured by acclaimed photographer Lucas Allen.
“Photography was critical to unlocking the tone of the brand,” said Pandji. “Lucas helped us capture a feeling—that orchestral music doesn’t sit still. It moves through people. Through time. Through Melbourne.”
“This was about capturing the music as you feel it,” added Allen. “We wanted to show the orchestra not in a static way—instead embracing the rhythm and texture of the city. There’s drama. Stillness. Humanity. That’s what world-class orchestral music looks like.
“This was a true creative collaboration, I was excited to be given a chance to create something uniquely Melbourne—but visually powerful enough to travel anywhere in the world. I wanted every image to feel crafted like music: atmospheric, dynamic, alive.”
The campaign rollout spans digital platforms, outdoor, program booklets, signage and merchandise—with long-term brand activity supporting global touring, and deeper audience engagement in 2026.
Identity
For MSO CEO Richard Wigley, the brand’s impact has been transformative:
“This brand has unified and energised the organisation—from our musicians to our board, from our audiences to our partners. It captures who we are, and where we’re going. Disegno have created something truly transformational: a brand that expresses our soul and strengthens our strategy. It doesn’t just look right. It feels right.”
“This identity is more than a new look—it’s a new language for how the MSO connects with the world. It’s a brand that invites people in and speaks to every generation, reflecting both the creative energy of Melbourne and the voice of our Orchestra,” added director of brand and communications, Jayde Walker.
“This brand gives us a new way to engage audiences across our city. As Melbourne’s population swells and the appetite for meaningful, shared experiences grows, we have a visual identity that will reinforce our goal to reach the broader population – wherever they might be,” agreed director of sales and marketing, Dylan Stewart.
Disegno’s collaboration with the MSO follows the studio’s transformation of Sara Lee.
Credits:
Melbourne Symphony Orchestra
- Richard Wigley, CEO
- Jayde Walker, Director of Brand & Communications
- Dylan Stewart, Director of Sales & Marketing
- Phil Paschke, Senior Manager, Content & Digital
Disegno
- Marino Di Camillo, Founder
- Aaron Turner, Partner & Head of Strategy
- Graham Purnell, Executive Creative Director
- Natasha Pandji, Creative Director
- Matthew Smith, Design Director
- Oliver Bermes, Production
- Paul Ryan, Production
- Sophie Crowder, Account Manager
Photography
- Lucas Allen, Photographer (@lucasallenphoto)
- Josie Amato, Executive Producer (@cocoproductions)
- Bec Cole, Wardrobe Stylist (@becstylin)
- Darren Cartledge, Hair & Makeup (@drcartledge)
- Photography, Assistants Ashley Ludkin, Jonas Wong, El Wood, Stephanie Duncan
- Retouching, Steven Simmonds
