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OBF Unveils New Nike-Designed Look

  • Feb 9, 2008
For John Evans, the Oregon Bach Festival’s new Executive Director, the moment of truth came as he sat with his staff at a management retreat last summer, staring at a dozen color-coded flip chart pages that enumerated the Festival’s extraordinarily diverse range of programs. “Despite the fact that the music of Bach is at the heart of this Festival, at a glance it was obvious that the sheer range of what’s on offer each season was remarkable,” he recalled. “As a consequence I felt that we needed to go much further in helping our audiences understand what we’re about and navigate our schedule with great ease.” Thus began a four-month process of re-branding the Oregon Bach Festival. With input from staff, board members and UO colleagues—and with the invaluable benefit of extensive data from an audience research project funded by the Paul Allen Family Foundation—a new approach was developed for communicating our core message. Four new program categories now divide the Festival’s offerings into Performance, Discovery, Kids, and Community. Meanwhile, a new Festival logo was created by the design team of Nike’s legendary Innovation Kitchen, who also designed stunning new promotional materials for the 2008 Festival that incorporate this new brand image. The new logo reflects the Festival’s official adoption of the acronym OBF. “Bach has been and always will be our wellspring,” said Evans, “but we offer so much more in terms of programming and life-long learning.” And just as the Metropolitan Opera is now universally referred to as “The Met,” and the Los Angeles Philharmonic is the “LA Phil,” we felt we’d be better served in the long-term by “OBF”—an acronym that’s more flexible in its application and sounds more contemporary to today’s audience. With its elegant rounded shapes inspired by the treble clef and violin f-holes, the new logo was designed by Nike’s Tinker Hatfield and David Gill to suggest timelessness, quality, and of course, music. “Nike has done exceptional work on our behalf, producing some of the best designs I have had at my disposal in twenty-five years in this business.” Evans said. “It will help immeasurably with our ultimate goal of introducing new audiences to the richness and wealth of experiences that our loyal subscribers have cherished and helped sustain over the past four decades.”