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With new leadership and a breathtaking waterfront venue underway, the San Diego Symphony recognized it was time to overhaul its visual identity to match the transformative change in Its offering and brand.

Rafael Payare, one of the classical music worlds most charismatic and acclaimed young conductors, is the next Music Director and the much anticipated Bayside Performance Park has broken ground, providing a permanent outdoor state-of-the-art facility for year-round Symphony performances.

4040 was underway designing the wayfinding program for Bayside, and ready to take on the new identity design. We knew the solution needed to reflect its venerable 100-year history as well as the artistic excellence of its new leadership. Our research revealed another role of the Symphony—as a part of the civic leadership within the distinctly creative, diverse and youthful community of San Diego.

The final solution is multi-layered. It reflects both the dynamic movement of the orchestra and its music, radiating out to the audience. The intertwined circles convey the inclusive nature of the Symphony within the San Diego community, and the two sets of rings symbolize the two world-class venues of the Symphony. The pride and joy of San Diego now has a visual identity it can be proud of.

What We Did

  • Brand Strategy
  • Stakeholders Interviews
  • Positioning
  • Visual Identity
  • Visual Language
  • Brand Guidelines