Seattle Symphony

Nationally recognized for its inspired performances, education programs, and community engagement, the Seattle Symphony reaches more than a quarter of a million people each year and has been called one of the “most vital American orchestras” by NPR. Our objective was to bring along the Symphony’s loyal, deeply connected base while expanding its reach to new audiences. The orchestra regularly collaborates with an exciting and sometimes unexpected range of artists, and the identity needed to be equally versatile.

The previous brand was known for its bright magenta; we refined that signature color and expanded it into a richer palette that shifts in intensity depending on the application. New typography features angular, swashing letterforms that evoke the ebb and flow of the orchestra, while motion brings the dynamic, triumphant feeling of the concert hall to life.

“Go bold or go home” was the directive from our advisory group, which included a musician representing the orchestra. We embraced that mantra to build a brand that celebrates the transformational power of music.

Benaroya Hall, the Symphony’s renowned performance venue, presented another opportunity. Although it hosts a wide range of programming, it is often assumed to be synonymous with the Symphony. We also developed a distinct—but connected—identity for Benaroya Hall, giving each organization a clear presence while allowing them to work together as a cohesive system. See that project here soon!

Together, the two brands create a refreshed destination: an entire city block dedicated to the arts.