Vancouver Opera has been known for its fresh perspectives and sometimes upending the art form; now the company is showing that in its contemporary new branding and logo.
The company launched its new look today, a simple, fiery orange VO flipped on its side. The company says the graphic represents the way the city and opera come together; we can't help but see a music note hidden in there too. More importantly, it's a bold look that symbolizes the innovative path the company wants to take in its longterm planning.
The new look was created by VO's in-house graphic designer Annie Mack, with help from Addon Creative Communications Design's Odette Hidalgo and Joanne Turne of Joanne Turner Marketing Strategy.
Rebranding is a big deal for VO, which used to have a simple, black-and-white reverse logo; consider the fact it hasn't done it since 1985. It's a sign of the times, though, as opera companies across North America work to reach new, younger audiences.
Here's how VO general director James W. Wright describes the new look in a press statement: "It's confident, approachable, and serves our aim of conveying the contemporary, innovative, adventurous, and professional nature of our company and our programming. I believe it will resonate equally with new audiences and the dedicated opera lovers who have faithfully supported us for more than 50 years.”
VO's redesigned website will launch in May 2014, at the end of this season.