August 15, 2022, Ann Arbor, MI (2 min. read) — The Ann Arbor Symphony Orchestra (A²SO) has rebranded, launching a bold new logo and visual identity ahead of its 2022-23 concert season.
“This fresh, modern look further emphasizes our commitment to providing extraordinary, inclusive experiences for all who come in contact with this life-changing art form,” said Sarah Calderini, executive director of the A²SO. “With each new season, the Symphony’s work increases in importance and artistic excellence.”
The reimagined look comes amid a transformative year for the nearly 100 year-old orchestra, highlighted by the appointment of their next Music Director in June after a three year search process.
“As we prepare to break fresh ground with our upcoming season, our new branding underscores the dawn of an innovative chapter and the bright future that awaits,” said Calderini.
Developed in close partnership with a Detroit-based design firm, the sweeping rebranding initiative embeds the vibrant arts and culture of Southeast Michigan into the visual identity of the organization and affirms the A²SO’s stature as one of the nation’s leading regional ensembles.
Following an intensive evaluation process, Detroit-based Increase Branding + Design was selected to lead the rebranding efforts after previous work with other Michigan-based nonprofits like CultureSource. Central to the project was the design of new visuals that reflected the Symphony’s mission, values, tradition and ambition.
For Increase Co-founder and Lead Creative Justin J. Dunn, the spark was immediate: “Meaningful collaboration in the discovery and design process is a crucial factor for a successful rebrand. There’s a sense of service, promise, passion and energy built into the Symphony’s new identity that celebrates the community that forged this organization. It’s universal and timeless, yet uniquely and powerfully Ann Arbor.”
The A²SO’s new look will be rolled out in coming weeks as the orchestra prepares for the opening night of its 94th concert season on September 9, 2022. Acclaimed Israeli pianist Inon Barnatan joins as soloist to perform Sergei Rachmaninoff’s fiendishly virtuosic Rhapsody on a Theme of Paganini. In his debut as Music Director of the A²SO, Solti Award-winning conductor Earl Lee leads the orchestra in University of Michigan alumnus Carlos Simon’s This Land before concluding with Ludwig van Beethoven’s raucous Symphony No. 7.