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2007 Media Releases - Sydney Opera House launches new brand

Issued Tuesday, 20 March 2007


LIVE PERFORMANCE EVERYDAY – Sydney Opera House is delighted to announce that it will be introducing a new brand vision, logo and advertising campaign.

From Saturday 24 March, an extensive brand campaign will be implemented across Sydney that will include flags, posters, print media and television.

The re-branding exercise has been developed in conjunction with one of Sydney’s premier creative agencies, Frost Design, in collaboration with Play Communications on the strategy components.

The changes being introduced will include a new Sydney Opera House logo as well as enhancements to all advertising and communications materials that will result in easier-to-find and clearer messages for patrons.

“The brand vision, “Live Performance Every Day” is a reflection of who we are, what we do and how we engage with all of our constituents. As one of the world’s busiest performing arts centres, performance is core to our very being” says Norman Gillespie, Chief Executive Officer, Sydney Opera House.

“We live for performance every day – we are passionate about all aspects of the performing arts and encourage everyone to share our enthusiasm. Everything we do at Sydney Opera House is focused on furthering the experience of the performing arts, and the entertainment this brings to patrons – and this is embodied in our new brand.” he added.

A detailed analysis by Frost Design and Play Communications resulted in some recommendations for Sydney Opera House to enhance their brand. A unified vision was required to simplify messages for Sydney Opera House customers prior to the launch of some exciting new projects. It will also enable the organisation to capitalise on its high profile, leveraging it more effectively into its artistic and commercial activities.

“The new, larger logo retains the sails motif created originally by Jørn Utzon that is so emblematic of Sydney Opera House worldwide and the larger, more colourful typography really establishes their name,” says Vince Frost, Creative Director, Frost Design.

“The ascending type represents both the Monumental Steps at the entrance to the building as well as a musical crescendo. The dynamic colour palate and performance related images against the Sails will energise their presentation in all marketing collateral” he added.

As a non-profit organisation, Sydney Opera House will not be re-printing all materials immediately, but instead will be phasing in the new logo over the next few months as existing corporate and marketing materials expire. All new paper stock will be recycled and environmentally friendly.

The re-brand is a Sydney Opera House Trust supported initiative and underpins many other initiatives across the House.


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