Eddie Opara and NJen Works of design studio Pentagram have unveiled a new brand identity for the Saint Louis Symphony Orchestra (SLSO). Ahead of its 146th season, this rebranding marks a historic turning point for the orchestra and heralds a new era for Powell Hall, which has reopened following extensive renovations.
This renovation centered around the Jack C. Taylor Music Center, designed by Snøhetta. The $140 million project seamlessly merges the historic 1925 building with a 64,000-square-foot modern music center. The space, timed to coincide with Powell Hall's centennial in 2025, is designed to bring music closer to everyone in the community.
The new brand identity visually embodies the SLSO's artistry and energy. At the heart of the design is a fluid line called the "Gesture Ribbon," reminiscent of a conductor's hand movements or the curves of a musical score, symbolizing both the flow of music and the form of architecture. This ribbon transforms into various forms in fluid motion, expanding into various graphic elements such as the monogram and images of instruments.
The logo uses "Frequency Serif," a custom typeface developed exclusively for the SLSO. This typeface features refined curves and a clear rhythm, and, when combined with the ribbon motif, exudes a powerful presence on its own. The new brand slogan, "All Together Now," embodies the orchestra's power to unite people and emphasizes the communal emotion of a vibrant live performance.
Through this rebranding, the SLSO is embracing its 146-year legacy while also transforming into an institution leading the future of music culture. The new visual identity is more than just a symbol; it will become a visual embodiment of the harmony between music, architecture, and community.
