Melbourne Symphony Orchestra marks 120th year with new brand identity via Disegno

The Melbourne Symphony Orchestra has launched a bold new brand identity as it celebrates its 120th year – created in partnership with brand transformation studio, Disegno. Inspired by the creative idea ‘Shape of Sound’, the work repositions the MSO not just as an orchestra, but as a timeless and evolving cultural force in a fast-changing city.

Rooted in movement, rhythm and resonance, the identity honours the MSO’s orchestral heritage while confidently projecting it forward. It’s a brand system built to move – emotionally, physically and culturally – across stage, screen, seasons and international borders.

Designed with clarity and accessibility in mind, the new logo connects as effortlessly with first-time concertgoers as it does with long-time subscribers, giving the MSO a broader and more inclusive visual presence. A brand that captures the power of live performance and the creative energy of the city that surrounds it.

At the centre of the identity is a custom logo where each letter carries motion and meaning. The ‘M’ is grounded and rhythmic. The ‘S’ flows like a conductor’s gesture. The open-bracketed ‘O’ resonates outward like the ring of a final note. Together, they create a system that balances gravitas and grace with energy and elegance.

“This is music you can see,” says Marino Di Camillo, Founder of Disegno. “We’ve created an identity system with elegance and energy – something that can hold Mahler on Monday and a cinematic score on Saturday.”

It’s a brand designed to perform – physically and digitally – supported by an expansive brand toolkit of colour and expressive graphic devices that move with the moment and scale with ambition.

Disegno’s remit wasn’t just visual – it was strategic. The identity supports the MSO’s future programming, international touring, audience growth and community engagement. It reflects a broader repositioning of the MSO as culturally essential, globally ambitious and deeply connected to Melbourne.

“This was always more than just a design project,” says Aaron Turner, Partner & Head of Strategy. “This was a cultural value exchange between Melbourne and the Melbourne Symphony Orchestra. An opportunity not just to reflect Melbourne’s cultural identity, but enrich it through the new MSO brand.”

Creative Director Natasha Pandji described the identity as a living system: “Our role was to honour the discipline of orchestral performance while capturing the energy that makes live music unforgettable. ‘Shape of Sound’ isn’t just a concept – it’s how the brand behaves. Refined one moment, explosive the next. That’s what makes it so distinctively MSO.”

The new identity made its public debut through the 2026 Season Campaign, launched at Hamer Hall on 13 August 2025. Titled ‘Music That Moves Us’, the campaign placed MSO musicians in motion against expressive, atmospheric images of Melbourne’s streetscapes and landmarks, captured by acclaimed photographer Lucas Allen.

“Photography was critical to unlocking the tone of the brand,” says Pandji. “Lucas helped us capture a feeling – that orchestral music doesn’t sit still. It moves through people. Through time. Through Melbourne.”

“This was about capturing the music as you feel it,” adds Allen. “We wanted to show the orchestra not in a static way – instead embracing the rhythm and texture of the city. There’s drama. Stillness. Humanity. That’s what world-class orchestral music looks like.”

“This was a true creative collaboration,” says. “I was excited to be given a chance to create something uniquely Melbourne – but visually powerful enough to travel anywhere in the world. I wanted every image to feel crafted like music: atmospheric, dynamic, alive.”

The campaign rollout spans digital platforms, outdoor, program booklets, signage and merchandise – with long-term brand activity supporting global touring, and deeper audience engagement in 2026.

For MSO CEO Richard Wigley, the brand’s impact has been transformative: “This brand has unified and energised the organisation – from our musicians to our board, from our audiences to our partners. It captures who we are, and where we’re going. Disegno have created something truly transformational: a brand that expresses our soul and strengthens our strategy. It doesn’t just look right. It feels right.”

Director of Brand & Communications, Jayde Walker adds: “This identity is more than a new look – it’s a new language for how the MSO connects with the world. It’s a brand that invites people in and speaks to every generation, reflecting both the creative energy of Melbourne and the voice of our Orchestra.”

Director of Sales & Marketing, Dylan Stewart agrees: “This brand gives us a new way to engage audiences across our city. As Melbourne’s population swells and the appetite for meaningful, shared experiences grows, we have a visual identity that will reinforce our goal to reach the broader population – wherever they might be.”

Disegno’s collaboration with the MSO follows the studio’s acclaimed transformation of Sara Lee – another legacy brand brought boldly into the now.

Melbourne Symphony Orchestra
Richard Wigley – CEO
Jayde Walker – Director of Brand & Communications
Dylan Stewart – Director of Sales & Marketing
Phil Paschke – Senior Manager, Content & Digital

Disegno
Marino Di Camillo – Founder
Aaron Turner – Partner & Head of Strategy
Graham Purnell – Executive Creative Director
Natasha Pandji – Creative Director
Matthew Smith – Design Director
Oliver Bermes – Production
Paul Ryan – Production
Sophie Crowder – Account Manager

Photography
Lucas Allen – Photographer (@lucasallenphoto)
Josie Amato – Executive Producer (@cocoproductions)
Bec Cole – Wardrobe Stylist (@becstylin)
Darren Cartledge – Hair & Makeup (@drcartledge)
Photography Assistants – Ashley Ludkin, Jonas Wong, El Wood, Stephanie Duncan
Retouching – Steven Simmonds

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