The San Francisco Civic Symphony wanted to grow as an organization and experiment with new genres, while fostering their legacy within San Francisco. We performed a brand audit leading to a full rebrand, messaging, and campaign to launch their new name and look at the 2018 Gala event. The rebrand injected creativity and imagination to represent the unique diversity of the organization. We paired modern letterforms in a non-linear sequence to represent notes on the scale. The new logo became the centerpiece for all collateral, helping to establish the brand in the community and build equity around the new identity.
The results have attracted new participants, increased the number of musicians in the association and ultimately opened up more musical variety to a the San Francisco community.
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