LSO scores with The Partners

The London Symphony Orchestra is considering changing its name following the appointment of The Partners to create a new identity, designed to reflect its diverse output and reach new audiences.

The identity is set to launch in September. “We have not yet decided how far to change [the identity],” says LSO head of marketing Karen Cardy. “[The rebrand] could involve a new name for the orchestra.”

The Partners was appointed after a three-way strategic pitch including Springpoint and HGV. The LSO would not confirm fee details. However, Cardy claims to be spending “proper money”.

The rebrand is driven by two reasons, Cardy says. First, the LSO’s educational work is becoming an increasingly important part of the orchestra’s operations. It is opening a music education and technology centre in London’s Old Street in December 2002. Second, the orchestra is celebrating its centenary in 2004.

“We will be looking at the orchestra’s name and its components,” says The Partners consultant Jim Prior.

He says reaching new audiences has always been key to any orchestra’s success. A new identity should help the LSO capitalise on the contemporary appeal achieved by its film score work alongside more traditional classical concerts and recordings.