About our Brand Refresh
A BOLD NEW LOOK. AN INNOVATIVE NEW PROGRAM. AN INCLUSIVE NEW BRAND.
There is nothing like an anniversary to generate self-reflection. And as Chicago Sinfonietta completes its 35th trip around the sun, we’ve found ourselves in an especially contemplative space. We’ve spent 35 years blazing a bold path, standing up for the principles of diversity, equity, and inclusion--well before DEI was part of the broader lexicon, especially in a field like classical music. As we celebrate our 35th anniversary, we wonder: what does our legacy mean for us going forward? How can we continue to show up with boldness and inspiration, not just for us, but for our diverse audiences? How does an organization with such a storied history imagine what’s next?
Cohesive branding is critical for a world-class mission-driven organization and basing our fresh new look on our values of being bold, innovative, and inclusive would be our ongoing foundation. We are not your traditional orchestra, and it was essential for our communication to reflect that. Supported by a process of discovery and research, our new identity is an expressive and contemporary visual system that embodies the organization’s rich history and classical heritage at its core, all while being inclusive of a new generation.
Sinfonietta translates to “small orchestra” in Italian, but there is nothing small about the Chicago Sinfonietta story. Our origin goes back to a chance encounter between by our founder, Paul Freeman, and Dr. Martin Luther King in an Atlanta airport. There, Dr. King challenged Freeman, remarking on symphonies as the last bastion of elitism.
Maestro Freeman was transformed by the encounter, taking it as a sign to build an orchestra that would change the very notion of what a symphony orchestra could be. This would be a revolutionarily inclusive orchestra. And in 1987, Chicago Sinfonietta was born.
Chicago Sinfonietta has always been a product of forward-looking curiosity and bold action. And on the eve of our 35th anniversary, we are doubling down on our mission, and our commitment to that legacy in our brand identity.
Our visual refresh features bolder typefaces, brighter colors, and energizes the look while staying true to our revolutionary roots. It is centered around our three main pillars of bold, innovative, and inclusive. These words represent both the themes of our work, and how we align with those committed to broadening access and opportunities in classical music.
Like many organizations, Sinfonietta’s branding has shifted over the years. Our previous concert images were not only works of art, but were also incredibly unique in color, font choice, and overall style.
In the refresh, we chose to use our values as our north star, seeking a consistent through-line from concerts, to programs, and beyond. We did not want to be limited by a single image or visual element and abandoned the idea of a “poster image” for each season, deciding to err on the side of abstraction. Yep, that’s right: we went for “a vibe.”
We kept our existing logo mark, updating it with a subtitle to recognize the anniversary season. These subtitles can easily be swapped or eliminated for future seasons. We selected a typographic family that worked with the existing mark. This commitment to typography provides the opportunity to balance and broaden our visual and emotional range.
The color palette was also a central element that brought the brand to life. We began with an orange that had been traditionally used in our logo. We then assembled a palette of warm, bold tones that are decidedly different than other classical music organizations in the competitive market area. These colors also suggest joy, boldness, and diversity, especially when used together as a gradient.
Additionally, we updated our programmatic logos to reflect the new direction, and show cohesion with the parent brand. The Sinfonietta voice has evolved, moving from passive to more confident and concise.
The new brand identity, in combination with a new color palette, updated fonts, and refreshed graphic elements, creates a cohesive system that can be updated regularly in line with our fast-growing and future-focused organization. An identity to be proud of as we move with confidence into the next 35 years. Chicago Sinfonietta, we’re your kind of orchestra.
