VocalEssence
— the iconic choral ensemble that has enchanted audiences for decades — turned
46 this year, and as often happens around this age, the arts organization found
itself doing a little soul searching. Today the organization introduces a new
brand platform, including a logo and tagline.
“VocalEssence
embarked on a journey to explore the core of who we are, what we do, and where
we see ourselves in the future,” says Mary Ann Aufderheide, VocalEssence
executive director. “To help us navigate, we formed a committee of members from
the VocalEssence Board, staff, singers, and trusted friends, and enlisted
consultants including Brand Tool Box, REPLACE, and Dialog Studios. In the end,
VocalEssence has found our new voice and direction for the future. And now that
we have found it, we want to tell the world about it.”
The
choral group’s new branding goes beyond the fresh logo and tagline. At the core
of its message is a brand statement describing the work VocalEssence sets out
to do: As a leading Minnesota arts
organization, VocalEssence uses the power of choral music to enhance our
community by producing innovative vocal music events that stir people’s souls.
It’s a mission VocalEssence has been delivering on since its original inception
as The Plymouth Music Series in 1969.
Of
course, no brand refresh would be complete without a new tagline. The new
VocalEssence mantra? “Together We Sing” — a statement that embodies the belief
that choral music strengthens the community, and emphasizes the message that
those who sing together can succeed together.
The brand’s new colors — blue and orange —
represent a stable and responsible organization (blue) that anchors vibrant new
music and educational programs that light a spark in the community (orange).
The left side of the logo represents the technicality and discipline of reading
notes on a page, while the right side delivers the dynamic, emotional and
passionate aspects of singing.
“Bringing those elements together
exemplifies the uniquely beautiful, soul-stirring music of VocalEssence,” adds
Aufderheide. “We are very excited about our new look, representing
both tradition and new energy for the future. The coming together of the two
style elements celebrates the inclusiveness that is VocalEssence. Concerts,
classrooms, community —
everyone is welcome!”
VocalEssence
will roll out its new look in concert programs, communications and online with
a brand-new website, optimized across platforms for computer, tablet, or mobile
phone.