
where music lives, invites you in, and insists you make yourself comfortable
The Boston Symphony Orchestra. An institution known for its rich history, musical excellence, and (I say this with love) its subtle air of stuffiness. With a brand spanking new identity system, we swept the dust away from the BSO’s gilded facade and helped usher in a new era of exuberant programming—along with a younger, more diverse audience.
bso family of brands




manifesto
When we built the BSO into one of the finest orchestras in the world, we left room for expansion.
We didn’t stop at perfecting the tried and true. The music didn’t die with Beethoven.
Today, with brass, string, and wood, we’re building a sound that resonates even deeper than it did before.
We’re complimenting our existing repertoire by assembling a musical playground full of contemporary pieces,
innovative collaborations, and the next era of great artists. We’re raising platforms for new voices and
amplifying culture’s next movement, all while paying respect to our legacy of visionary sound.
Classical music extends further than one’s preconceived notions. It tells stories, breaks boundaries, and
speaks to the next generation just as much as the last. It’s not rigid, restrictive or remote. It’s not for the
privileged few. The BSO is where music lives. And it belongs to all of us.
logo development

shape system

typography

social



outdoor



posters
all together now


band geeks:
Copywriter | Jillian Apatow
Designer | Armeen Shaidani
Art Director | Ryan Dalton
ECD | Travis Robertson
Agency | Colossus