Case Study: St. Louis Symphony Orchestra achieves a dynamic new brand identity with Pentagram

St. Louis Symphony Orchestra launches a 146th season identity with Pentagram

The St. Louis Symphony Orchestra (SLSO) faced the challenge of honoring its distinguished history while signaling an open and inclusive future, especially as it prepared to reopen its revitalized historic home, Powell Hall. The institution needed a comprehensive brand strategy and visual identity that could support its expanded programming and connect with new audiences. Pentagram was engaged to develop this new brand identity.

Pentagram created a new brand strategy centered on the idea of a shared experience, encapsulated in the tagline "All Together Now." The visual solution included a dynamic, gestural ribbon motif that evokes musical movement and a custom typeface. This flexible identity system captures the energy and emotion of live music and creates a cohesive visual voice across all audience touchpoints. While specific metrics are not provided, the client reported that feedback from the community and stakeholders has been extraordinary, with the new brand described as inspiring, uplifting, and engaging.

St. Louis Symphony Orchestra