The Atlanta Baroque Orchestra is the first professional chamber orchestra in the Southeast, and preeminent in the early music movement. To launch their 2021-2022 season, ABO leadership unveiled a new brand program from Red Berry. This important milestone acknowledged the evolution of the orchestra since its founding in 1998.
Red Berry’s Terri Longfellow Fuller led the creative process from brand strategy to detailed implementation across communication channels. Terri said, “Such lovely clients with a very clear vision for the orchestra! I believe we balanced the passion for ABO’s music with practical solutions for a nonprofit. We aim to expand outreach and build authentic connections with supporters.”
To define the brand, Terri started with the question “What does the word Baroque mean?” Baroque came to English from the French word barroque, meaning "irregularly shaped." At first, the word in French was used mostly to refer to pearls. Eventually, it came to describe a style of artistic expression, prevalent in the 17th century, often conveying a sense of drama, movement, and creativity.*
ABO's visual makeover evokes music and movement with a rich, contemporary aesthetic. The new logo is a stylized monogram within an irregular pearl shape, and small details hint of music notations. Color and texture add spice to traditional typography. ABO’s comprehensive brand package included logo design, a website refresh, print collateral, social media and marketing, as well as an online store for merchandise.
Managing Director Randy Romig noted, "Some folks might be challenged to see a Baroque music organization as modern, but I believe the ABO’s new brand is full of forward-leaning designs, always striving for a fresh view of wonderfully ageless music. Our new icon reflects, I believe, a thoughtful look to the future for musicians and the music of a past era that deserve to be protected and promoted."
Artistic Director Julie Andrijeski said, "Working with Terri on our new logo has been a true joy. I find her logo design to be exuberant and titillating; it embraces ABO’s spirit and opens the door to even more creativity and excitement as we move forward. I can’t wait to share it with the world!"
Rejuvenation, ABO’s 2021-2022 Season, features live classical music concerts in September, November and February.