Sydney Symphony Orchestra launches new branding via Principals

Branding design agency Principals has worked with the Sydney Symphony Orchestra to prepare new branding for its 2021 season launch.

The change comes as the Orchestra has worked to create a bold new concert calendar for 2021 – something it was planning for before the COVID pandemic hit.

The change in calendar needed to be matched by a bold new brand, with Principals ECD, Simon Wright, saying the focus was on the future of the Orchestra.

“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.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.