Along with the exciting addition of its new musical director, Rafael Payare, the San Diego Symphony has taken on the formidable project of a new, permanent outdoor venue, located on the stunning waterfront of downtown San Diego.
As the Symphony’s trusted branding agency, 4040 was asked to create a new brand for this state-of-the-art venue, in addition to designing the wayfinding and signage program for the new facilities. Having created the new visual identity for the Symphony earlier last year, we saw the need for a visual connection between the two brands, with the Symphony identity serving as the parent brand responsible for this new outdoor venue. And, just as important, we wanted to create a brand identity that reflected the unique energy and culture of San Diego.
4040 was challenged to create not only a meaningful brand architecture for the Symphony and a standout identity for this critical civic development, but to also introduce a new name for the site that would capture the spirit of the Symphony’s gift to the community and boldly represent its cutting-edge acoustics and architecture. The result—a stunning waterfront park and musical venue with a fresh name and identity that sets the stage for the new, world-class outdoor home of the San Diego Symphony.