The new CSO branding is a fresh, contemporary take upon classical music. The limited colour palette of black and white helps the promotional material stand out from the clutter while also being easy and affordable for the CSO to print. The branding takes the lines from the new CSO logo (meant to represent the strings of instruments) and curves them into a visual representation of the lulls and crescendos found within classical music. The title is ‘woven’ into this decorative element, with some of the lines seeming to overlap the letters while others fall behind, giving a sense of space in the flat design.
Limited funds and declining audiences have threatened symphony orchestras across the world and the Cambridge Symphony Orchestra is no exception. Audience age out,where current reliable symphony goers will eventually ‘age out’ of attendance with no younger generations to replace them, is perhaps the largest threat that any symphony will face.
The target audience for this brand is young adults (age 18 - 39). They would be commonly classified as aculturally aware non-attender (CANA) – someone who goes to art galleries, performing arts events, or museums and have an interest in things culturally. By combining classical with an aesthetic linked to contemporary music, the brand will attract younger members and stand out amongst their competitors.