Brand Identity for the St. Louis Symphony Orchestra
A moving ribbon connects the orchestra’s monogram, instruments and architecture.
Pentagram created a brand strategy and visual identity for the St. Louis Symphony Orchestra as it reopened Powell Hall in 2025 following a restoration and expansion by Snøhetta. The brand line All Together Now frames live orchestral music as an experience shared by performers, audiences and the wider community. A gestural ribbon supplies the identity’s central visual language, moving between the SLSO monogram and illustrations of instruments. Its curves reference conducting patterns, musical notation and the architecture of the expanded music centre. A custom typeface, Frequency Serif, balances this fluid element. The wordmark can stand alone, accompany the monogram or appear in staggered arrangements that suggest musical rhythm. Led by Eddie Opara and Natasha Jen, the project extends across seasonal campaigns, the website and signage, with Reset Type Studio collaborating on typeface development.
Set in Frequency Serif
Insights
- The brand line All Together Now expresses live music as a shared experience involving performers, audiences and the community.
- A gestural ribbon forms both the monogram and instrument illustrations, referencing conducting, notation and Snøhetta’s architectural curves.
