October 28, 2016


70th season begins with renewed energy, focus on community

Symphony Tacoma kicked off its 70th year with a new brand and a promise to always put community first. Known as Tacoma Symphony Orchestra for many years, the organization partnered with JayRay to articulate fresh brand messaging and create a vibrant new brand identity. 

The distinctive logo features sweeping curves that suggest the conductor’s baton movements marking 4/4 and 2/4 time. A bold color palette, dramatic photos and brand theme line “Touch the Sound” reflect Symphony Tacoma’s desire to inspire with live musical experiences that transcend tradition. 

“The energetic new logo and the sharper brand messaging will help us continue to build community and keep musical performance alive in the heart of our region,” said Andy Buelow, Symphony Tacoma’s executive director. “We appreciate JayRay’s expertise and facilitation skill as they guided us through the creative process.”

Symphony Tacoma unveiled its new brand at a season-opening gala Oct. 21. The organization is now using the brand guide, developed by JayRay, to transform marketing materials, the website and concert programs.

“Symphony Tacoma leaders were thoughtful and inspired in their decision making, always keeping the community at the forefront,” said Kathleen Deakins, JayRay president. “We are better as a region as we experience great music together.”