In the past year, the Orchestre symphonique de Québec has undertaken a process of strategic reflection as part of the implementation of its new business model. Management, employees and especially the musicians all contributed to the process in order to identify new future directions. Among them was the adoption of a strong brand image that would accurately reflect the orchestra’s mission “to offer a unique symphonic experience.” This raison d’être formed the foundation of lg2’s thinking and creative for the new identity.
The new image now communicates a more powerful, timeless personality that resonates with the target. The logo is inspired by the shapes of multiple classical instruments that are strongly associated with a symphonic orchestra. The dynamic energy of musicians playing scores is captured in a range of colours and vibrant, lively images, which themselves are like visual melodies.