San Francisco Symphony rebrands with adaptive logo

Posted on: February 16, 2021

“Times have been changing at the San Francisco Symphony,” writes Lilly Smith in Wednesday’s (2/10) Fast Company. With the arrival of Music Director Esa-Pekka Salonen “came the need for new branding that reflected the symphony’s next act. The orchestra tapped the San Francisco office of design agency Collins for the rebrand…. The Collins team … created a type-forward new brand that’s decidedly contemporary and dynamic, with an elongated serif typeface that, like music, shifts based on mood, context, and medium…. Patrons will see [the new look] on everything from posters outside the box office to tickets to the website and social media…. Letters in the same word might be incrementally shortened or attenuated, so the logo, which reads ‘SF SYMPHONY,’ arcs from left to right like a crescendo. Some words lean forcefully to the right for emphasis, like a pianist playing forte…. The brand also includes a digital tool called a ‘Symphosizer’ [that] allows you to play around with the type yourself … depending on how loudly you speak. It’s currently available on Collins’s site, but it will also be a tool for the San Francisco Symphony creative team to build content of their own in the future.”