As the country’s national opera company, New Zealand Opera had a loyal following but recognised the need to reach new audiences. The company lacked a strong brand and had previously relied on show-based identities, which by their nature are temporary.
A strong proprietary identity needed to be developed to lead communications and build longterm recognition.
The logomark concept is built around the idea of musical notation. The mark is shortened to create a series of letters placed on a five-line stave. Rather than a small sign-off, the NZ Opera logomark projects the brand confidently and unapologetically, referencing mastheads seen in fashion publications.