According to an article from the League of American Orchestras, orchestras across the U.S. are getting a facelift — starting with their names.
From Symphoria rebranding as Syracuse Orchestra to Symphony San Jose shedding its Silicon Valley identity, these name changes reflect broader efforts to reconnect with local pride or reposition in the market. The New Jersey Symphony even went so far as to drop “Orchestra” from its name to make its branding simpler and more in tune with its roots in the Garden State.
A New Identity: Geography vs. Emotion
Interestingly, while some orchestras lean into geography, others are embracing evocative names that emphasize emotion or abstract qualities. Stamford Symphony became Orchestra Lumos, shedding its local name to reflect its expanded presence across Connecticut. Similarly, the Portland Columbia Symphony transformed into Orchestra Nova Northwest, signalling a new focus on underrepresented composers and a wider regional identity.
Strategic communications firms often guide these shifts, which advise that a name change should resonate with an orchestra’s evolving mission and audience base.
The Risks of Rebranding
But rebranding is tricky, and not without controversy. When Lincoln Center dropped its Mostly Mozart brand after 50 years in favour of the Festival Orchestra of Lincoln Center, some feared it signalled a departure from its classical roots.
Lincoln Center, however, emphasized continuity, with new Music Director Jonathon Heyward ensuring beloved composers like Mozart, Haydn, and Beethoven still featured prominently in the lineup.
Striking a Chord with Modern Audiences
As Roger Sametz, a branding expert, points out: if your name no longer reflects who you are or where you’re headed, it’s time to rethink it. Done right, a name change can strike a chord with modern audiences and ensure the orchestra’s long-term success in a fast-evolving cultural environment.
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