ST. PETERSBURG, FL — With a dynamic new music director and a new vibe, The Florida Orchestra is rolling out a fresh, modern look to match.
This summer the orchestra’s marketing department unveiled a redesigned logo and other materials as it gets ready to launch new Music Director Michael Francis in October. The clean, contemporary logo – the orchestra’s first significant redesign since 1999 – was produced in-house to align with the orchestra’s renewed vision, mission and artistic direction under Maestro Francis.
- The large scripted “f” at the center emphasizes Florida, central to the orchestra’s identity. (Interestingly Florida is the only state that begins with “F.”)
- Musicians also will recognize it as the “forte” symbol, which means strong, forceful and loud – all of which resonate with the orchestra’s direction as it begins a new era.
- By using the acronym TFO, the new logo focuses on “The,” emphasizing it as “The” premier orchestra in the state.
- The swoop of the “f” also is reminiscent of a wave, which aligns the orchestra with the Tampa Bay community it serves.
The logo will appear in brochures, ads, banners, window decals, marketing materials and the redesigned website, www.floridaorchestra.org, which is expected to launch soon with a new, easy-to-navigate format. A mobile app is planned for the fall, and the staff is ramping up social media and video efforts.