Brand consultancy Brandpie has launched a brand refresh for the Los Angeles Chamber Orchestra (LACO), modernising the orchestra’s appeal through a new logo, updated typography, enhanced layout applications and a fresh colour palette. The rebrand for the orchestra, which was founded in 1968, is aimed to appeal to a new generation of music fans and to spark new interest in classical music in the wider Los Angeles area.
The orchestra’s new core positioning – “the invigorating power of classical music” – was developed through Brandpie’s extensive consumer research that tries to highlight the emotional impact of classical music that has the power to refresh its audience.
The new logo incorporates the stroke lines of the music manuscript, with the fluid movement of the lines acting as a motif across the branding that expresses the emotive nature of classical music. “We’ve not only created a new visual component – we’ve helped reinvigorate the power of classical music,” states MaryLee Sachs, Brandpie’s New York CEO.
“With our new music director Jaime Martín coming to town, it was time to make sure our brand was as full of life as he is,” states Justus Zimmerman, the orchestra’s director of marketing and communications. The orchestra wanted to present a more forward-thinking and digital-first identity without alienating their dedicated audience base. “Brandpie’s sophisticated read of the situation on the ground and their keen sense of style have created a truly differentiated, truly beautiful brand to mark this new era in LACO’s history,” he concludes.