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CSO’s parent organization rebrands as “Chicago Symphony”
<p>The nonprofit parent organization of the Chicago Symphony Orchestra announced a rebrand Thursday, meant to usher in a new era for the city’s preeminent classical music company. It features a new naming convention and, for the first time in 30 years, a new logo.</p><p>Music fans will also notice updated red uniforms for the ushers who greet and seat guests. And while the rest of the changes are mostly subtle from the audience perspective, company leaders say the rebrand is meant to clarify the organization’s identity and is part of a broader strategy to attract younger, more diverse audiences.</p><div class="Enhancement FormEnhancement" data-align-center> <div id="Form-newsletter-wrapper" class="Form-newsletter-wrapper" data-module data-has-background ><a class="AnchorLink" id="custom-form-c10000" name="custom-form-c10000"></a><bsp-form class="Form-newsletter" data-form-container data-has-background style="--color-form-background: #e8dbed;; --color-form-link: var(--link-color); --color-form-link-hover: var(--color-link-text-hover); " data-ajax-submit="true"> <div class="Form-newsletter-logo"> <picture data-crop=""> <source type="image/webp" width="840" height="555" srcset="https://cst.brightspotcdn.com/dims4/default/8d5b965/2147483647/strip/true/crop/985x651+33+0/resize/840x555!/format/webp/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F71%2Ff5%2F2243263a48c7a1d6e81fedce4f15%2Fgr-wordmark-rgb-dkgreen-newsletter.png 1x,https://cst.brightspotcdn.com/dims4/default/a4ff6fd/2147483647/strip/true/crop/985x651+33+0/resize/1680x1110!/format/webp/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F71%2Ff5%2F2243263a48c7a1d6e81fedce4f15%2Fgr-wordmark-rgb-dkgreen-newsletter.png 2x" loading="lazy" /> <source width="840" height="555" srcset="https://cst.brightspotcdn.com/dims4/default/d21ec76/2147483647/strip/true/crop/985x651+33+0/resize/840x555!/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F71%2Ff5%2F2243263a48c7a1d6e81fedce4f15%2Fgr-wordmark-rgb-dkgreen-newsletter.png" loading="lazy" /> <img class="Image" alt="GR-wordmark-RGB-DKgreen-Newsletter.png" srcset="https://cst.brightspotcdn.com/dims4/default/d21ec76/2147483647/strip/true/crop/985x651+33+0/resize/840x555!/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F71%2Ff5%2F2243263a48c7a1d6e81fedce4f15%2Fgr-wordmark-rgb-dkgreen-newsletter.png 1x,https://cst.brightspotcdn.com/dims4/default/aaee62a/2147483647/strip/true/crop/985x651+33+0/resize/1680x1110!/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F71%2Ff5%2F2243263a48c7a1d6e81fedce4f15%2Fgr-wordmark-rgb-dkgreen-newsletter.png 2x" width="840" height="555" src="https://cst.brightspotcdn.com/dims4/default/d21ec76/2147483647/strip/true/crop/985x651+33+0/resize/840x555!/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F71%2Ff5%2F2243263a48c7a1d6e81fedce4f15%2Fgr-wordmark-rgb-dkgreen-newsletter.png" loading="lazy" > </picture> </div> <div class="Form-newsletter-text-wrapper"> <div class="Form-newsletter-title"> Green Room Newsletter </div> <div class="Form-newsletter-submissionSuccess"> <p><b>You’re subscribed!</b></p><p></p><p>Please check your inbox for your confirmation.</p> </div> <div class="Form-newsletter-description">Stay ahead of what’s hitting Chicago stages, galleries, museums and more with Green Room, WBEZ’s weekly arts & culture newsletter!</div> <div class="Form-newsletter-errorMessage"><p>Sorry, there was an error registering your email.</p></div> </div> <form data-ajax-endpoint="https://sfmc-subscribe.wbez.org/v1/subscription" class="Form-newsletter-form" method="POST" > <div class="Form-newsletter-item"> <div class="EmailInput"><label class="EmailInput-label"><span>Email</span> <input class="EmailInput-input" type="email" name="email" placeholder="name@email.com" required aria-required="true"> </label> </div> <button class="Button" type="submit">Submit </button> </div> <div class="Form-items-item"> <input type="hidden" name="acquisition_campaign" value="ARTS_Affordance"> </div> <div class="Form-newsletter-disclaimer"> <p>By subscribing, you agree with WBEZ’s <a class="Link" href="https://www.wbez.org/terms-of-use" target="_blank" >Terms of Use</a> and <a class="Link" href="https://www.wbez.org/privacy-policy" target="_blank" >Privacy Policy</a></p> </div> </form> </bsp-form> </div> </div><p>The orchestra’s iconic Michigan Avenue home will now be dubbed “Chicago Symphony Center.”</p><p>What was once the Chicago Symphony Orchestra Association will now be known as Chicago Symphony. That umbrella brand oversees both the esteemed Chicago Symphony Orchestra (no name change here), as well as the Chicago Symphony Chorus and the training ensemble, Civic Orchestra of Chicago.</p><p>The changes come as the CSO prepares to welcome its new, buzzy music director, <a class="Link" href="https://www.wbez.org/culture-the-arts/classical/2026/03/05/chicago-symphony-orchestras-2026-27-season-yo-yo-ma-beethoven-klaus-makela-andrew-bird" target="_blank" ><u>Klaus Mäkelä</u></a>, who will officially step into the role next fall. Mäkelä has <a class="Link" href="https://cso.org/performances/26-27/cso/makela-conducts-sibelius-shostakovich/" target="_blank" ><u>several dates on this fall’s performance calendar</u></a> starting this weekend when he’ll conduct works by Sibelius and Shostakovich.</p><p>The organization’s president, Jeff Alexander, said the rebrand is “really to focus everything we do on the words ‘Chicago Symphony,’ which are so important to us.”</p><p>The identity shift is part of an overarching strategy to reach broader audiences, like classical organizations across the country are similarly attempting, and make the brand feel more accessible.</p><p>“This is an opportunity for us to clarify who we are, and it allows us to reintroduce ourselves as the organization Chicago Symphony and really lay the foundation for the next decade and beyond,” said Ryan Lewis, the organization’s head of marketing and sales. “We want people to feel welcome, that everyone belongs, that they feel a sense of excitement about the future.”</p><div class="Enhancement" data-align-center> <div class="Enhancement-item" data-crop=""> <figure class="Figure"><a class="AnchorLink" id="image-bb0000" name="image-bb0000"></a> <picture data-crop="medium"> <source type="image/webp" width="490" height="275" srcset="https://cst.brightspotcdn.com/dims4/default/a298745/2147483647/strip/true/crop/3000x1684+0+158/resize/490x275!/format/webp/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F0a%2F2e%2Fd78e17b24fb28029f03b8cc2d63d%2Fmakela-040524-21.jpg 1x,https://cst.brightspotcdn.com/dims4/default/0c8ab97/2147483647/strip/true/crop/3000x1684+0+158/resize/980x550!/format/webp/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F0a%2F2e%2Fd78e17b24fb28029f03b8cc2d63d%2Fmakela-040524-21.jpg 2x" loading="lazy" /> <source width="490" height="275" srcset="https://cst.brightspotcdn.com/dims4/default/dbd1f8f/2147483647/strip/true/crop/3000x1684+0+158/resize/490x275!/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F0a%2F2e%2Fd78e17b24fb28029f03b8cc2d63d%2Fmakela-040524-21.jpg" loading="lazy" /> <img class="Image" alt="The Chicago Symphony Orchestra performs Dmitri Shostakovich’s ‘Cello Concerto No. 1 in E-flat Major, Op. 107’ at the Symphony Center's Orchestra Hall in The Loop, Thursday, April 4, 2024. " srcset="https://cst.brightspotcdn.com/dims4/default/dbd1f8f/2147483647/strip/true/crop/3000x1684+0+158/resize/490x275!/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F0a%2F2e%2Fd78e17b24fb28029f03b8cc2d63d%2Fmakela-040524-21.jpg 1x,https://cst.brightspotcdn.com/dims4/default/51d2171/2147483647/strip/true/crop/3000x1684+0+158/resize/980x550!/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F0a%2F2e%2Fd78e17b24fb28029f03b8cc2d63d%2Fmakela-040524-21.jpg 2x" width="490" height="275" src="https://cst.brightspotcdn.com/dims4/default/dbd1f8f/2147483647/strip/true/crop/3000x1684+0+158/resize/490x275!/quality/90/?url=https%3A%2F%2Fchorus-production-cst-web.s3.us-east-1.amazonaws.com%2Fbrightspot%2F0a%2F2e%2Fd78e17b24fb28029f03b8cc2d63d%2Fmakela-040524-21.jpg" loading="lazy" > </picture> <div class="Figure-content"><figcaption class="Figure-caption"><p>As the Chicago Symphony Orchestra’s nonprofit parent organization rebrands, leaders hope it will help attract new audiences.</p></figcaption><span class="line"></span><div class="Figure-credit"><p>Tyler Pasciak LaRiviere/Sun-Times</p></div></div> </figure> </div> </div><p>The organization will retire its signature logo — a black “C” in the style of a musical clef, first introduced in the 1990s — in favor of a red logo that features a subtle music note motif, in what the organization is calling “an identity with a more modern expression.”</p><p>The rebrand project began about four years ago, said Lewis, in an attempt to clarify confusion around the organization’s many brand identities. That includes the concert series featuring guest artists and ensembles, which will now be known as Chicago Symphony Presents (formerly called Symphony Center Presents). Here, performances stretch beyond orchestral music to include jazz concerts, chamber music and piano recitals.</p><div class="Enhancement" data-align-center><div class="Enhancement-item"> <div class="ExternalContent-wrapper" data-embed> <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/Ddq76xul0gU/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/Ddq76xul0gU/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; 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