Symphonicity was celebrating their 35 year of performances and needed to blow the dust off their identity and brand. The organization keeps the work of the old masters alive through regular performance, and expose their audiences to modern, neoclassical pieces as well. When the original maestro retired, they began a search for a new leader and wanted their brand to reflect the same.
For 35 years the Futura-set word mark worked, but it did not reflect the symphony behind the logo. The old mark was dated and the letter-spacing was hap-hazard. The existing gold color looked like it aged 35 years as well.
Symphonicity had become a refined group of musicians and resident company of The Sandler Center in Virginia Beach. It was time for some adjustment.
All parts playing in harmony.
Symphonicity easily transitioned to using their new mark and preserved their brand equity. All the familiar elements were there, but everything looked lively and new. The new, energetic gold replaced the previous ‘antiqued’ version. The open-spaced Futura look-alike was replaced by extended, better weighted Idlewild with better rhythm. To top it off, a custom fermata was drawn to match the curves of extended letters.
Fermata becomes punctuation.
In a musical notation, a fermata is a mark over a note or rest designated to be lengthened by an unspecified amount. Many times it appears at the end of a musical thought, used to help mark the end of the piece or movement. It essentially was the punctuation on the music.
The approach to drawing a fermata from scratch was no different than drawing a new piece of punctuation to Hoefler & Co.’s Idlewild. The dot is a similar shape a proportion to a period and title (dot) of a lowercase ‘i’. But drawing the arch is where real finesse was used, with the strokes tapering to a rounded end and following the same extended circle path of the ‘O’.
With such care going into the fermata, it became a beautiful mark on it’s own. It would become an integral part of the brand acting as a signature and taking on a personality to reflect the appropriate sentiment.
The Quest for the Best.
For the 2016-2017 season, Symphonicity embarked on a quest for the a new maestro. This season invited 5 world-renowned conductors to put on the show of a lifetime to become the new maestro of Symphonicity. This featured video was used to announce this momentous season and debut Symphonicity’s updated identity.
Played before live events and shared online, the video signified a new digital beginning for Symphonicity. Before this video, their social media channels had never been utilized to coordinate an announcement.
From the garage to the concert hall.
Symphonicity’s website hadn’t aged well. It still had the scrappy, DIY looks of a garage band finding their legs. While Symphonicity began in a garage, it was time for a site that positioned the inline their competitors. The new website quickly grew to include an e-commerce element for ticket sales, concert and event management, and even a members-only section for musician resources.