Rebranding Singapore Symphony Orchestra for a wider audience.


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 and has touched the lives of countless Singaporeans.


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 helped to inform three 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. 

Since the launch of the new branding, SSO has seen a reversal of attendance rate decline, brighter projections of funding, and increased online traffic.


Singapore Symphony Orchestra

Brand Research 
Brand Strategy 
Brand Identity
Brand Implementation Workshops


"Vantage Branding’s quality of creative work has been outstanding – with a new majestic identity that captures the essence of Singapore Symphony Orchestra and an identity framework that allows our message to better reach a wider audience."

Hak-Peng Chief Executive Officer