overview

Established in 1941, Northwest Indiana Symphony Orchestra (NISO) has a strong history in the region. However, a sluggish economy, more competition for entertainment dollars, and perception issues were beginning to affect attendance. VIA Marketing was asked to create a logo that would give NISO a fresh and contemporary appearance and a tagline that would help overcome the “stuffy” image often connected with orchestra concerts. NISO also wanted a logo that would give a more uniform look to the symphony’s individual factions – the symphony orchestra, the youth orchestra, the chorus, and the women’s association.

establishing and identity

Over the years, numerous logos had been used to represent NISO and its factions. Depending on where the name was used or who was using it, NISO image was different at every junction.

To begin, each of VIA’s three graphic artists were charged with designing new logos. A list of possible taglines to convey a more friendly feel to NISO was developed by VIA’s copywriter. After reviewing the works of the artists and the copywriter, the agency selected eight logo designs and ten possible taglines to be presented to the symphony board.

review and refine

The NISO board and musical director/conductor met with VIA and discussed the designs, the taglines and offered their own ideas on the true essence of NISO. Throughout the discussion, a record was kept of the words the board members used to describe how they want NISO to be perceived. Fun, different, not stuffy, familiar, unique, not traditional, fresh, etc were all terms that were bantered about. Using this information and the input offered on the initial logo designs and taglines, VIA returned to the drawing board and made alterations.

VIA next presented the board with three refined logos and two taglines. After some modifications with color, the logo and tagline were finalized. The logo uses rich colors of teal green and deep purple. The design is stylized and shows movement. The tagline “a new twist on tradition” implies there’s something different with this orchestra yet it still remains true to its established heritage. With slight alterations, the symphony orchestra, the youth orchestra, the chorus, and the women’s association will be able to use the logo.

conclusion

Creating an effective new logo is more than just changing the look of the old one. There must be a reason for the change and those reasons must be addressed and incorporated into the new design. By working closely with NISO, VIA Marketing created a logo and tagline that communicate the nature of the organization, appeal to a new market while not alienating the established market, and is effective when used by individual groups within the organization. NISO now has an identity that is as unique as their musical offering.