US orchestra changes its name – from dumb, to dumberNews
he New Jersey Symphony Orchestra has just concluded an expensive rebranding and is about to change its name. These exercises cost tens or hundreds of thousands of dollars.
See what they have come up with, then wonder if that is money well spent.
NEWARK, NJ—The New Jersey Symphony today launches a new brand to better reflect the institution’s innovation, evolution, warmth and bold vision. To develop this new brand, the Symphony partnered with brand strategy firm Sametz Blackstone Associates and conducted focus-group studies with institutional stakeholders and community members to inform the project’s direction.
New approaches to storytelling, a simplified brand architecture and a new system of visual expression better project who the New Jersey Symphony is and how it continues to evolve. The name change, from New Jersey Symphony Orchestra/NJSO to New Jersey Symphony, allows the Symphony to build its brand equity and elevate awareness and recognition of the institution’s musicians and programs.
President & CEO Gabriel van Aalst says: “This new branding is vibrant and exciting, much like our incredible musicians, Music Director Xian Zhang and the dynamic musical experiences we create. We have made great strides as an organization to become more relevant and more accessible to our communities. We felt our branding should match and reflect that, and this reinvigorated visual identity better positions us to communicate who we are and how diverse audiences and communities can engage with us.
“I know this new brand will open people’s minds to what it is like to have a world-class orchestra in their backyard in the great state of New Jersey, and I hope this will inspire audiences to hear this spectacular orchestra in action.”
Roger Sametz, CEO of Sametz Blackstone Associates, adds: “New Jersey Symphony is one of the most innovative orchestras we’ve worked with—an organization that even through this pandemic has continued to increase its commitment to its community, to inclusion and to top-notch artistry. But its brand was under-presenting this gem. An evolved vision, new name and messaging—coupled with a bold, energetic system of visual expression—now better position New Jersey Symphony to continue its impressive trajectory.”