Pentagram designed a new brand identity for the St. Louis Symphony Orchestra as the institution entered its 146th season, coinciding with the reopening of its expanded and renovated home, Powell Hall. Led by Snøhetta, the Jack C. Taylor Music Center integrates a new contemporary music venue with the historic Powell Hall, which is listed on the National Register of Historic Places. The $140 million expansion marks Powell Hall’s centennial in 2025 and reflects the orchestra’s commitment to broadening access to music and live performance. The new brand identity embodies the dynamism, artistry, and mission of the SLSO. The visual language centers on a gestural ribbon system that moves fluidly across applications, forming an expressive monogram as well as abstract references to musical instruments. The sweeping lines evoke conducting patterns and musical notation while echoing the curved architectural forms of the new expansion. This core graphic element is balanced by a new wordmark set in Frequency Serif, a custom typeface designed exclusively for the SLSO. The logotype can stand alone, pair with the monogram, or appear in staggered, rhythmic compositions across applications. The identity is accompanied by a new brand line, “All Together Now,” highlighting the orchestra’s role in bringing audiences and performers together through live music. Role: Brand identity systems