Orchestra’s New Visuals Rebrand Classical Music For A New Audience
Brooklyn Symphony Orchestra upgraded its brand image with a new logo and generative graphics to help a wider audience get into classical music
As part of an effort to rebrand itself and spread the influence of classical music to a more diverse audience, the Brooklyn Symphony Orchestra partnered with branding firm Superunion to create a new logo: with a B that evokes the architecture of the Brooklyn Bridge, a dynamic S shape meant to convey the lively expressiveness of music and an O that is composed of innumerable dots, reflecting the orchestra’s commitment to community.
The firm also called upon New York design studio HAWRAF to create a digital tool for the orchestra to use in two main ways: a microphone to generate graphic designs based on the music in front of a live audience, and a recording device that allows them to save a live performance to create graphics from it later, which can be used for marketing and promotional materials. All these efforts are part of the orchestra’s goal to break down the high-brow association with classical music and make it more accessible to all communities.