In 2008 Australia Pro Arte Chamber Orchestra changed its name to Melbourne Chamber Orchestra, seeking a wider audience and announcing its significant importance to Melbourne.
Smart Works was commissioned to create the new brand identity, corporate communications and advertising campaigns.
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|  | The objective of the brandmark is to communicate movement, vibrancy, intimacy and youth with reference to chamber music.
The four strings are contrasted against an abstraction of the Melbourne gateway welcome sticks. This communicates both a sense of place and connection to the music.
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| | Our approach has contributed to a new future, where the orchestra’s position is defined with creative distinction.
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