A New Identity
The Ealing Symphony Orchestra has just unveiled a brand-new logo and colour palette ahead of its centenary celebrations in 2022.
The existing logo — originally designed by a member of the orchestra — had been in place since 1983, before the internet age; and a proper digital version had never been created.
Chair of the ESO, Jo Boswell, said: “As we approach our centenary year, we felt it was a good time to update our image and identity. The existing logo has served us well, but the orchestra has evolved considerably since it was first introduced, and we felt it was time to update our look to better reflect the ethos of the ESO today and into the future.”
Following a tender process, the work was commissioned from London-based RF Design. They did some thorough research with the orchestra’s trustees to get a full understanding of the brief and of the spirit the orchestra was seeking to convey with the logo. Members were also surveyed to identify the three words they would most readily associate with the orchestra. The results, represented in this graphic, highlight the combination of friendliness and warmth with ambition and boldness, which is very much a hallmark of the orchestra.
The winning design is inspired by the layout of an orchestra and how sound travels around in this configuration.
According to Publicity Manager, Álvaro Rebón: “We were really impressed with the thought and imagination that went into this design. It immediately resonated with us as it presents a dynamic and vibrant image. We think it truly encapsulates the unique personality of our orchestra”.
The logo is now being rolled out across the orchestra’s digital platforms, along with the new colour palette; and it will also be used on merchandise as a fundraising initiative for the ESO centenary plans.
The logo has been extremely well received by orchestra members, including those who thought they were more attached to the old logo.
“I love the new logo! When it was presented the other week, I immediately liked it. I was quite comfortable with the old one, but now seeing the new one, it really does look like we’re moving forward with the times and does indeed make a fantastic visual impact!” — Anne-Marie Sheldon, violin.
“Loving the new logo... :-) #proudofESO” — Gary Walker, bassoon.
ESO Chair, Jo Boswell, concludes: “We are absolutely delighted to present this new logo to our members, friends, and audience. We love the bold and distinctive identity this gives us, and we can’t wait to see it on a programme cover!”