BRAND/ID
contributions include:
BRANDING
IDENTITY
DESIGN
ART
TAG LINES
PHOTOS
Peter Alden Rodgers served as Director of Marketing for the Madison Symphony Orchestra from July 2016 through December 2025. He led the MSO’s brand refinement initiative — creating logos, taglines, and graphic art. The identity was updated to reflect a stronger, more contemporary image. A new brand was debuted in print and online beginning with 18–19 symphony season — coinciding with John DeMain’s 25th anniversary as Music Director. The identity guide shown includes master visuals, typography, colors, taglines, digital art, and business cards for the primary brand, with extensions applied to John DeMain’s 25th and 30th anniversaries, Overture Concert Organ, and Madison Symphony Orchestra League art. The identity further developed with vibrant new icons and themes to celebrate MSO’s 100-year anniversary.
identity guide
1 mso id • december 2025
MADISON SYMPHONY ORCHESTRA
mso id
visual identity
MSO’s logo identity was refined and updated to reflect a stronger and more contemporary image — responding to feedback by stakeholders to advance the impact of the MSO symphony brand — in print and online coinciding with Music Director John DeMain’s 25th anniversary season. The new identity debuted with the release of the 18–19 season brochure and website. A master suite of colors is shown that includes select current brand colors — expanded with additional colors for use in season material and website designs. The visual identity expanded to include a new tag line, John DeMain’s 30th anniversary, Overture Concert Organ, and Madison Symphony Orchestra League art. The identity further developed with vibrant new icons and themes to celebrate MSO’s 100-year anniversary.
type styles
( mso logo type )
MADISON SYMPHONY ORCHESTRA
Garamond Premier Pro Italic
Garamond Premier Pro Semibold
FrieghtSans Pro
12 FrieghtSans Pro Light
12 FrieghtSans Pro Light Italic
12 FrieghtSans Pro Book
12 FrieghtSans Pro Book Italic
12 FrieghtSans Pro Medium
12 FrieghtSans Pro Medium Italic
12 FrieghtSans Pro Semibold
Garamond Premier Pro Semibold Italic Garamond
( mso alternate type, i.e. pcs/web )
( mso legacy business type ) Arial Regular, Italic, Bold, Bold Italic
( mso brand type 1 ) 11 Sabon LT Std Roman
Sabon LT Std Bold 11 Sabon LT Std Bold Italic Sabon LT Std ( mso brand type 2 ) 11 Garamond Premier Pro Regular
Sabon LT Std Italic
mso id visual identity
Madison Sypmphony Orchestra, tag line, John DeMain’s 25th silver anniversary, and 30th anniversary season logo art styles are shown in black and white, and select colors on the following pages. 3
visual identity
Love great music. Find it here.
Love great music. Find it here.
Love great music. Find it here.
mso id visual identity
Madison Sypmphony Orchestra, 100th anniversary season logos, tag lines and art are shown.
7 mso id • december 2025
mso id colors
( mso specialty colors, Madison Symphonhy Orchestra League, Overture Concert Organ)
mso id
visual identity
Madison Sypmphony Orchestra League’s identity is adapted to work with MSO’s brand. Extended graphics support the League’s communications and fundraising events. 9 mso id • december 2025
SYMPHONY at
MADISON
SYMPHONY
SYMPHONY at SUNSET
MADISON SYMPHONY ORCHESTRA LEAGUE
SYMPHONY at SUNSET
MADISON SYMPHONY ORCHESTRA LEAGUE
mso id
visual identity
Madison Sypmphony Orchestra’s Overture Concert Organ identity followed the new symphony branding. Shown are the primary use logos and art. The identity includes Friends of the Overture Concert Organ applications and special events.
BUSINESS CARDS
madison symphony .org
