As our 120th anniversary nears closer, we’re proud (and a little bit excited!) to unveil the evolution of our brand identity, honouring our rich heritage while embracing a dynamic future.
Last night, we officially launched our 2026 season under the theme, Music That Moves Us. A key part of the launch was revealing our new MSO logo, which you can see below.
This carefully crafted rebrand represents a natural progression that honors our traditions, while making our art form genuinely accessible to all.
The creative concept
At the heart of our new brand lies the creative concept: 'Shape of Sound.’ Classical music is built on movement, fluidity and resonance. This idea captures the fundamental essence of our orchestra. Our performances preserve the past through our modern interpretation but are never static, as we breathe new life into symphonies and scores that are centuries old.
Our choices were deeply intentional. The M rises with rhythm and energy, the sweeping S flows through the centre as Chief Conductor Martín would weave his conductor’s baton, while the O isn’t closed but rather resonates outward, welcoming new voices and audiences into our musical family.
The strategic imperative
The journey toward this transformation began in March 2023. We recognised the need to respond to the changing landscape facing Australian arts organisations, from the ongoing impacts of COVID-19, increased competition for funding, economic pressures on audiences, and shifts in our community. This environment created an opportunity to articulate our future vision and look more clearly, to develop a sustainable, future-proof brand.
Our CEO Richard Wigley explains how the rebrand sits at the heart of our strategic priorities for growth, both locally and internationally.
“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.”
This brand evolution plays a vital part in the MSO’s horizon planning, creating a unified identity that supports our artistic ambitions, while strengthening our connection to Victorian audiences. It also creates a vital point of differentiation in the global cultural landscape while remaining authentically Melbourne, and will support our efforts in attracting international partnerships, touring opportunities, and collaborations to elevate our profile worldwide.
The conscious collaboration
The brand development has been a collaborative journey involving extensive consultation with our Board, Leadership team, musicians, administration, and partners. This inclusive approach ensures the rebrand truly unifies us, while respecting the voices and perspectives that make the MSO so respected.
“The MSO rebrand has been a true collaboration," explains Jayde Walker, MSO’s Director of Brand and Communications. “We wanted to create something that reinforced our strong Melbourne identity, while speaking to audiences who may not have traditionally seen classical music as accessible for them.”
"The beauty of this rebrand lies in its ability to feel both timeless and contemporary. It reflects our world-class artistry yet welcomes newcomers into our concert halls. We're building on 120 years of musical excellence and positioning the MSO as one of the city’s must-see cultural experiences."
Redefining a Melbourne icon
The creative development has been guided by Disegno's deep understanding of our mission and values.
“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.”
“This was always more than just a design project,” said 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.”
Dylan Stewart, MSO’s Director of Marketing and Sales, is looking forward to seeing the new brand become part of Melbourne’s cultural life.
“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.”
We invite you to experience how our music can move us all with a 2026 subscription package, and discover how the MSO continues to shape the sound of our city, our regions and the memories of generations to come.
