Case Study: Repositioning a major metropolitan orchestra with a new name and identity
For 60 years the Cobb Symphony Orchestra proudly performed in suburban Atlanta’s Cobb County. As a professional orchestra with a tremendous reputation they enjoyed performing for their local audiences. After all, they weren’t the Atlanta Symphony orchestra and with a name like the Cobb Symphony Orchestra they were always marginalized and viewed as a local orchestra in spite of their talent and heritage.
When the Cobb Symphony Orchestra was forced to hire a new Executive Director the top candidate had only one requirement before agreeing to the job…you have to allow me to rename the orchestra. With surprise they asked, “What do you want to call it?” and he replied, “The Georgia Symphony Orchestra!”
Having the opportunity to rebrand and modernize a brilliant professional orchestra’s identity is a designer’s dream and we embraced it enthusiastically.
After the last number played at the last concert of the season, the conductor stepped forward, the lights dimmed and he announced that the audience had just heard the final performance of the Cobb Symphony Orchestra.
There was a hush in the crowd as he paused and the orchestra started playing Georgia on My Mind. The banners on each end of the stage unfurled, the lights came back on and he announced that the Cobb Symphony Orchestra was now the Georgia Symphony Orchestra!
The crowd went wild! They stood up and cheered! It was an emotional experience. A renewed orchestra was born.
“On behalf of the entire Georgia Symphony Orchestra organization, we thank you for your outstanding design of our new logo Our new name and your graphic branding have been overwhelmingly received with much praise from our concert goers, sponsors, the media, and the Georgia arts community, many of whom are very discriminating critics.”
Chairman, Musical Director, Executive Director, General Manager