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Louisville Orchestra Brand Identity

The Louisville Orchestra, or “LO,” as it is affectionately known, is a renowned American orchestra based in Louisville, Kentucky. It was established in 1937 and has become one of the country’s most respected orchestras. From its innovative programming to community outreach initiatives, LO is rooted in a rich history with a forward-thinking mindset.


Logo & Brand Design

Brand Guideline Development

Presentation Template Design

Production Management

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We partnered with LO to develop a new brand identity that better reflected the organization’s values and initiatives, a logo that told their story. Most patrons refer to the orchestra as “LO,” so it was important to them that we maintain that unit as a stand alone and as a lockup in the new logo.

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Louisville Orchestra’s new logo mark is inspired by the visual of a classic conductor’s posture, with a baton in hand raised up. The mark incorporates the fluid stroke lines of a musical staff, and the movement of the lines boldly expresses the forward-thinking nature of their unique organization.

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