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 world’s most charismatic and acclaimed young conductors, is its new Music Director and the much anticipated outdoor music venue has broken ground, providing a permanent state-of-the-art facility for year-round Symphony performances.
As the Symphony’s trusted brand agency, 4040 was asked to redesign its visual identity. 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 crieteria of the Symphony brand—to reflect its role as a civic leader within the distinctly creative, diverse and youthful community of San Diego.
Our 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.