Singapore Symphony Group
Brand Identity System
Vantage Branding has developed the new brand identity for the Singapore Symphony Orchestra (SSO). Founded in 1979, the SSO is Singapore’s flagship classical music orchestra, evolving to touch the lives of countless Singaporeans.
However, with a trend of declining concert attendance and concerns raised over future funding, there was a need to rebrand SSO to demonstrate its relevance to a broader Singaporean audience.
The outputs of our brand research and strategy lead to 3 core pillars for the SSO brand: Artistic Excellence, Community Engagement and the Diversity of the Singaporean Spirit.
To reflect this, we created a brand identity system that placed diversity at the heart of communications. Without alienating classical music aficionados, we created a structure for headlines to engage newer audiences in a more inspiring way. In addition, we introduced a spectrum of colour to convey diverse performances with a distinctive system of photographic and illustration style working seamlessly together.
Also, the SSO used a nondescript logotype over the years and didn’t have a recognisable mark, so we made the creation of a distinctive logo a priority. The new mark depicts an ‘S’ for Singapore and Symphony using elements from a uniquely interpreted musical note. Crafted with grace and fluidity, it conveys the majestic excellence of SSO’s classical music.
The new brand was launched at the beginning of 2017 and is on track to make its transformation felt with an iconic identity that embraces and excites a bigger audience with the right note.
Analysis & insights
Visual identity systems
Tone of voice guidelines
Print & communications
Internal brand alignment
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