What if this symphony had a new arrangement?

As a long-established cultural institution, the NSO has set the benchmark for professional musicianship in the province, attracting legions of followers with highly-refined musical tastes. With a growing repertoire featuring something for everyone alongside a regular schedule of themed performances featuring guest artists, the NSO appeals to a diverse range of musical tastes—and it needed a brand to match.

Trying to cater to every different audience would cause dissonance—one logo just wasn’t going to hit all the right notes, and one theme wasn’t going to fit the movements between seasons.

So, what if we embraced the changes?

We implemented a dynamic logo system to communicate the NSO’s penchant for change, balancing innovation with tradition. The “NS” conveys quality musicianship and unwavering artistic integrity, while the “O” symbolizes the diversity and ever-changing nature of NSO performances, encompassing varied sounds, arrangements, and performers.

We’ve shifted tempos every season to adapt – whether that’s the pandemic year NSO at Home with a brand-new website or the celebratory Resonance theme of 2024.

The NSO reports consistent audience growth since launching the rebrand in 2017, and the rebrand earned the Business Excellence Award from the St. John’s Board of Trade.