Minnesota
Orchestra
A rebrand that breathes new life into a storied arts legacy.
We launched the internationally renowned Minnesota Orchestra into a new, more inclusive chapter of its 120-year history — leveraging the commencement of its 11th Music Director, Thomas Søndergård.
Brand Strategy
- Brand Framework
Brand Identity
- Voice
- Logo Design
- Brand Guidelines
- Design Systems
Physical Experience
- Experience Strategy
- Concept Design
- Prototyping
- Production
After synthesizing comprehensive research and performing our own competitive analysis of the arts world, we found that innovation, inclusivity, and creativity were the core values important to this brand’s audience.
From there, we assembled our brand framework and arrived at the brand promise: “Music Moves Us All.” Our brand pillars became brand rings to inspire an identity that is sensorial in nature: Outward Experience (“Reveal the sense of place”), Inward Resonance (“Feel the power of music”), and Soulful Presence (“Be the heart of community”).
Finally, we created a family of visual identities that worked together and apart, elevating logo, type, color, photo, line, pattern, and message in a fluid experience. From the revolving “O” mark to the MNO gridded framing device, each element of the simple yet modern system was crafted with motion and harmony in mind — engaging audiences and capturing the movement of music. The new identity was applied across all digital touch points for a seamless, sensory branded experience.
Customer testimonial
Knock listened to our feedback and found ways to incorporate it when it felt right… When it didn’t, they respectfully challenged us to get at the heart of the ‘why’ behind it. In short, Knock ‘got’ us.
Onto the Next Study →
Mission Cloud