The Greenville Symphony Orchestra has been established in Greenville, SC for 73 concert seasons. A new brand identity was needed to better reach a younger target audience. With this in mind, I reworked a visual identity including a new logo and branding elements. Using these designs, I created a marketing campaign to promote the orchestra’s 75th concert season.
The logo for GSO was designed by combining the letters “s” and “o” to create a “g.” For the colors, I used green to represent Greenville, mint to add energy to the brand, and red to compliment the 2 greens. To add a playful sophistication to the visual identity, I designed patterns that can be incorporated into the various applications. The patterns incorporate musical elements in a subtle way that anyone can appreciate, whether they understand the symbols or not.
