Ad agency Colossus has created a new identity for the historic Boston Symphony Orchestra that elegantly houses the Orchestra’s three associated and also famous brands: The Boston Pops, Symphony Hall, and Tanglewood.
PRINT magazine explores the project with Colossus’ creative team in a recent article. Executive director Travis Robertson explains how the suite of logos was inspired.
“To define the look and feel of the new brand identity, we looked to architecture and the unique sense of space created by each setting to help guide us. After touring each structure, we gravitated toward certain characteristics, shapes, and geometric patterns. We further solidified this idea after viewing the original Symphony Hall blueprints from the architectural firm McKim, Mead & White (1900). We saw that the windows, soffits, and side entry were all built in the same arch shape. We assigned this shape to the BSO and then worked to uncover further geometric signifiers for Pops, Tanglewood, and Symphony Hall. In the end, we arrived at a consistent system rooted in a place of history and authenticity.”
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