January 30, 2015
With a recently seated music director, and the announcement of the exciting 2015-16 season filled with world premiere commissions, new community collaborations and first performances of great masterworks, the Louisville Orchestra today added fresh new branding as well.
“It truly is a new day for the Louisville Orchestra and we wanted our brand to reflect this spirit,” said Andrew Kipe, executive director of the Louisville Orchestra. The brand was introduced Friday, Jan. 30, 2015, following the Classics concert that featured Music Director Teddy Abrams conducting the world premiere of Sebastian Chang’s first Symphony, (which the orchestra commissioned as part of the program), and the first Symphony of Johannes Brahms.
The orchestra partnered with Louisville-based advertising and public relations agency Bandy Carroll Hellige (BCH) to develop the new brand. Several months of research, focus groups and surveys resulted in the agency’s recommendation to re-position the orchestra around concepts of innovation, community and engagement. A bold, new look was developed to reflect an organization this is forward-thinking, energetic and surprising.
The new brand will come to life in the concert hall with banners, displays and in advertisements and other marketing materials, as well as the Orchestra’s website and social media.