With over a century of existence as a choir and 20 years since their previous rebrand, the Grand Philharmonic Choir was ready to visually reposition their brand. We stayed grounded in the professionalism and excellence of their past but with an innovative spin to reach new audiences.

Wanting to avoid any cliched visual references and have an ownable mark we went with a monogram as the logo graphic. This shape needed to evoke a sense of elegance, legacy and fluidity that speaks to the inviting, experiential nature of the organization and their perfornaces. The final monogram is easily readable as the brand’s letters while also feeling inherently musical and fluid.

The logo was adapted for the sub-brand youth & children’s choirs and unique, yet cohesive, colour palettes were created. Retaining the same logo structure was essential as the consistency and level of professionalism for these sub-brands is held to the same standards as the primary choir. 

Lastly, I created a series of brand activation assets that the team would use to launch the new brand and roll out across the upcoming concert season. These included poster templates, standup banners, a brochure and social media templates.