Branding design agency Principals has created new branding for the Sydney Symphony Orchestra to coincide with its 2021 Season launch.
Well before the pandemic struck, a new leadership team had begun to boldly reimagine the future concert calendar. A parallel breakthrough was needed in the orchestra’s positioning and identity. The Sydney Symphony Orchestra engaged Principals to review the brand.
Principals Executive Creative Director Simon Wright said: “By describing the orchestra’s music, its composers and musicians in a more intriguing and evocative way, we felt we could bring a contemporary informality to the company, a shift that reflects our rapidly changing times.”
To understand the value, legacy and opportunity, Principals consulted broadly with patrons, supporters and staff, as well as members of the Sydney Symphony Orchestra. This formed the basis for the development of a fresh creative territory that demonstrates how classical music, played by world-class musicians, has the power to move us all.
Based on this insight, Principals created a new identity and, with the creative insight of expert voice studio XXVI, reframed the way the organisation speaks about the Symphony and its music. The new branding is even more relevant as the Orchestra launches its comeback to live performances, a crucial and challenging time for the arts community.
Sydney Symphony Orchestra Director of Marketing Luke Nestorowicz said: “We’re excited to present the latest iteration of the Sydney Symphony Orchestra, casting classical music in a fresh 21st Century light. This is a bold step in the Sydney Symphony Orchestra’s almost 90-year history and a reimagination of classical music in a contemporary context.”
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