san francisco symphony
San Francisco Symphony had just launched a new brand identity, centered around the visualization of music with expressive typography, right before the pandemic hit. Then, everything was put on hold—and the experience of sound went virtual.
In June of 2021, they announced that their 2021–22 season would be in person—the first time back since going dark in March of 2020. The foundation of the creative expression of the season was set already, thanks to the brilliance of new music director, Esa-Pekka Salonen, who created a new artistic leadership and programming model with eight collaborative partners from within and outside the orchestral world.
So next, they needed the words.
The tagline for the season needed to be high-level enough to serve as a "North Star" for all copy across all marketing channels, particularly because the season consisted of 200+ concerts (across multiple product lines) over the span of nine months. It would be used on brand ads, street pole banners, season brochures and emails.
The ask: 3 conceptual taglines. Easy.
My first step is always a deep dive into basically anything I can find. I studied every word of SF Symphony’s visual identity and brand strategy documents, and aligned my concepts to these key takeaways:
Content pillars (purpose, vitality, belonging)
Connect the audience to ideals “bigger than” the institution of the symphony or its events
Play a part in the cultural necessity and change of the city
Bold value statements (show what matters and make it emotional)
Show that San Francisco Symphony is full of life
Anticipation, compelling, diversity, defying stereotypes
Convey a sense of inclusion
Sophistication: Add relevance for San Francisco Symphony in the conversation
Break down the barrier between San Francisco Symphony and the audience
Brand qualities: imaginative, contemporary, challenging, unpredictable, special, timeless
the concepts
Turning the lights back on
With the 2021–22 season marking the first time the symphony has walked onto the stage for over a year, this tagline helps lean into what makes a live performance so special:
The feeling.
TAGLINE
Where the air vibrates
Bold sounds of unrest
San Francisco Symphony is bold, uncompromising, and inclusive. With the political and civil unrest of the past year, this tagline presents an opportunity for the symphony to make a value statement that honors the timeless sentiment that music isn’t silent, and can help express more than what can be said.
TAGLINES
Louder than words
Music speaks
Bonus: With a tagline that ends in a verb comes the opportunity to extend a more specific message for series, seasons, holidays, and more. For example:
Classical series: Music speaks beginnings
Spotlight series: Music speaks ambition
Film: Music speaks motion
Soundbox: Music speaks curiosity
Summer: Music speaks warmth
The visualization of sound
For centuries, symphony members and enthusiasts alike have been finding a way to put sound into words. Paired with San Francisco Symphony’s unique ability to visualize sound through design, this tagline highlights just that—while paying homage to key figures like Claude Debussy, Mozart, Maya Angelou, and more.
Space between the notes
[alt. The space between the notes]
TAGLINE
While the season didn’t go according to plan, they chose “Music speaks” to influence their Greek myths festival’s theme: “Music speaks myths and legends.”