ALL TOGETHER NOW 2026-2029 BRAND GUIDELINES AND STRAGETIC INITIATIVE
ATLMETSYMPHONY.ORG
01 A LETTER FROM THE ARTISTIC LEADERSHIP
ATLMETSYMPHONY.ORG
ALL TOGETHER NOW
A LETTER FROM THE ARTISTIC LEADERSHIP For nearly seven decades, community has been at the heart of who we are. We began as the Atlanta Community Orchestra and later became the Atlanta Community Symphony Orchestra. Throughout that history, we have continued to reimagine what the word community means and whom it should include. Community begins within the orchestra - with musicians coming together through a shared love of music, supporting one another, and contributing their individual talents to a collective artistic purpose. But our understanding of community must extend beyond the musicians onstage. The greater metropolitan Atlanta area is not one place or one identity. It is a broad and continually evolving collection of cities, neighborhoods, cultures, traditions, educational institutions, artistic organizations, families, and generations. It includes people who have lived here their entire lives and people who have brought their stories and traditions from around the world. Each community contributes something distinct to the larger identity of metropolitan Atlanta. Our transition to the name Atlanta Metropolitan Symphony reflects this expanded vision. It recognizes both the geographic area we serve and the many people, cultures, and communities we hope to bring together through music. It allows us to honor the community at our foundation while embracing a broader and more inclusive understanding of what our community can become. During a transition of this significance, a strong and intentional brand is paramount. Our identity must communicate more than a new name. It must express our artistic purpose, our commitment to accessibility and education, our expanding collaborations, and our desire to build meaningful relationships throughout the metropolitan area.
THAT IS THE PURPOSE OF ALL TOGETHER NOW. It is the central idea connecting our history, our new identity, and our future. It reflects musicians performing together. It includes audiences entering the experience. It recognizes young artists, students, guest conductors, composers, visual artists, educational partners, and community organizations as part of our story. It celebrates the many cultures and neighborhoods that give metropolitan Atlanta its identity. This season was intentionally constructed around the many meanings of All Together Now. Each of our five concerts represents another part of a larger journey through identity, place, awakening, memory, choice, and freedom. Together, they tell the story of an orchestra honoring where it began, discovering who it is today, and imagining what it can become.
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02 THE BIG IDEA
ATLMETSYMPHONY.ORG
ALL TOGETHER NOW THE BIG IDEA
MANY VOICES. ONE SYMPHONY. All Together Now captures the fundamental power of an orchestra: many individual voices becoming one extraordinary sound. It is the musicians playing together. It is the audience experiencing the music together. It is Atlanta coming together across neighborhoods, generations, cultures, and backgrounds. It is the present moment - shared, alive, and impossible to experience quite the same way twice.
ALL TOGETHER NOW IS A BRAND PROMISE.
ATLANTA COMES TOGETHER THROUGH MUSIC.
WHAT “ALL TOGETHER NOW” MEANS Every musician brings a different instrument, perspective, skill, and voice. The magic happens when those individual voices become one. Strings. Brass. Woodwinds. Percussion. Soloists. Conductors. Audience. Different voices. One experience.
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ALL TOGETHER NOW WHAT IT MEANS
CONNECTION AT EVERY LEVEL MUSICIANS + AUDIENCE A concert is not complete when the musicians take the stage. It becomes complete when the audience enters the experience. A shared silence before the first note. The anticipation of a downbeat. The emotional response to a familiar melody. The applause at the end. All Together Now recognizes that the audience is not simply watching the symphony - they are a part of it.
ATLANTA + COMMUNITY
The name Atlanta Metropolitan Symphony speaks to a city and a region defined by connection. Atlanta is a collection of neighborhoods, communities, cultures, histories, and generations. The symphony can become a place where those communities meet. All Together Now positions the orchestra as a cultural gathering place -a place where Atlanta’s diversity becomes part of the experience. Atlanta comes together. The orchestra brings us together. Music brings us together.
PAST + PRESENT + FUTURE
Music has the extraordinary ability to connect generations. A symphony can honor the great composers and traditions that came before us while introducing new audiences to what comes next. All Together Now can therefore represent: Then. Now. Next. The traditions we preserve. The music we experience today. The audiences and musicians we inspire for tomorrow.
THE BRAND PROMISE WE BRING PEOPLE TOGETHER THROUGH EXTRAORDINARY MUSIC + SHARED EXPERIENCES.
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ALL TOGETHER NOW BRAND PERSONALITY
HOW THE BRAND SHOULD FEEL WELCOMING
DYNAMIC
EMOTIONAL
INCLUSIVE
Everyone has a place here.
Alive, contemporary and relevant.
Music should be felt, not simply heard.
The orchestra belongs to the entire metropolitan community.
SOPHISTICATED
HUMAN
A professional artistic experience worthy of Atlanta.
Behind every instrument is a person; behind every audience member is a story.
ASPIRATIONAL
An invitation to experience something extraordinary.
A FLEXIBLE CAMPAIGN PLATFORM One of the greatest strengths of All Together Now is its ability to change meaning depending on the message.
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03 CAMPAIGN PLATFORM
ATLMETSYMPHONY.ORG
ALL TOGETHER NOW CAMPAIGN PLATFORM
ONE IDEA. MANY VOICES. CONCERTS
Hear It All Together Now. Experience It All Together Now.
AUDIENCE
Your Seat. Your Symphony. All Together Now. Come Hear Atlanta Together.
COMMUNITY
EDUCATION
YOUNG AUDIENCES
FUNDRAISING
MUSICIANS
SEASON / PERFORMANCE
Our Community. Our Music. All Together Now. Different Voices. One Community.
New Music. New Energy. All Together Now.
Many Musicians. One Sound. We Play Together.
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The Next Generation, All Together Now. Discover Music. Discover Your Voice.
Keep Atlanta Playing. All Together Now. Invest in the Sound of Atlanta.
A New Season. All Together Now. One Night. One Orchestra. All Together Now.
04 OUR BRAND IDENTITY
ATLMETSYMPHONY.ORG
ALL TOGETHER NOW THE VISUAL IDENTITY
DIFFERENT BY DESIGN. TOGETHER BY PURPOSE. The visual identity of Atlanta Metropolitan Symphony is built around the same idea as the orchestra itself: individuality does not disappear when we come together. It becomes part of something larger.
BRAVURA MAGENTA
NOCTURNE VIOLET
RHAPSODY IN BLUE
CONCERT BLACK
FANFARE YELLOW
THE WORDMARK — A METROPOLITAN VOICE The tall, narrow letterforms evoke the density and vertical energy of a metropolitan city. Like buildings rising together within a skyline, individual forms stand closely beside one another to create a larger, unified structure.
TYPOGRAPHY — BOLD VOICE. CLEAR COMMUNICATION. League Gothic gives the brand its public voice: tall, condensed and immediate for titles, campaigns and statements. Open Sans provides the counterpoint - clear, human and highly readable for body copy, captions and supporting information.
COLOR — ALL ARE WELCOME. COME AS YOU ARE. The palette deliberately refuses to define the orchestra through a single institutional color. Together the colors represent the breadth of metropolitan Atlanta: different generations, backgrounds, cultures, demographics, identities, orientations, experiences and walks of life. No single color represents a particular group; their strength comes from coexistence.
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ALL TOGETHER NOW THE VISUAL IDENTITY
HUMAN FIRST. IMAGINATION FORWARD. AI + CREATIVE TECHNOLOGY — EXPANDING THE VISUAL VOCABULARY AI is a valuable and increasingly necessary creative tool for producing vibrant, imaginative and eye-catching visual concepts quickly. It allows the organization to explore ideas, environments and campaign imagery that would otherwise require resources beyond the reach of a community-based arts organization. AI should be used confidently but purposefully. It can expand the visual world surrounding the music; it should not replace the real people who make the orchestra what it is.
THE SYSTEM — MANY ELEMENTS. ONE IDENTITY. The wordmark provides structure. Typography provides voice. Color represents individuality. Photography and video provide humanity. AI provides imagination. Individually, each has a different purpose. Together, they create one recognizable visual language.
PHOTOGRAPHY + VIDEO — PEOPLE ARE THE BRAND The Atlanta Metropolitan Symphony should feel human before it feels institutional. Photography and video should remain at the center of the brand, particularly in social media. Show musicians performing. Show faces. Show audiences arriving. Show young artists, conductors and collaborators. Show movement, concentration, joy, intensity and the moments surrounding a performance - not simply the finished concert.
MANY ELEMENTS. MANY VOICES. ONE ATLANTA METROPOLITAN SYMPHONY.
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ALL TOGETHER NOW THE VISUAL IDEA
The visual identity makes the concept tangible. Rather than treating the orchestra as a single static object, the campaign visualizes individual elements converging into one.
MANY
ONE
Individual lines become musical staffs. Individual dots become notes. Individual colors become a unified field. Individual photographs become a collective portrait.
ALL + TOGETHER + NOW = THE ATLANTA METROPOLITAN SYMPHONY BRAND
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ALL TOGETHER NOW
THE EMOTIONAL MESSAGE
BELONGING IS THE TERRITORY At its heart, the campaign is not really about orchestration. It is about belonging. In a world that can feel increasingly divided, live music offers something profoundly simple: for a few hours, we sit together. We listen together. We feel together. We experience something together. And when the music begins, everyone is part of the same moment.
TOGETHER COMMUNITY WHO WE BRING TOGETHER.
NOW EXPERIENCE WHAT IS HAPPENING NOW.
ALL INCLUSION WHO BELONGS: EVERYONE.
Audiences, families, students, musicians, partners, neighborhoods and the greater Atlanta community. The concert. The performance. The music. The emotion. The shared experience. Every generation. Every background. Every level of musical experience.
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05 THE STORY OF THE CONCERTS
ATLMETSYMPHONY.ORG
ALL TOGETHER NOW THE CAMPAIGN IN ONE SENTENCE
ATLANTA COMES TOGETHER THROUGH MUSIC. Atlanta Metropolitan Symphony brings the city together through the transformative power of live music - creating moments when many voices become one.
ALL TOGETHER NOW. The music brings us together. The city makes it extraordinary.
THE STORY OF THE CONCERTS The five concerts form a journey through the deeper meanings of All Together Now. Who are we? Where do we belong? What is awakening within us? What voices continue to echo through us? What will we choose to become? The answers unfold across the season.
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ALL TOGETHER NOW
VIVA LAS AMÉRICAS Shared Identity Who are we? Identity begins with the individual. A person. A culture. A language. A tradition. A rhythm. A voice. The Americas are not one people or one culture. They are many histories, nations, communities, and identities existing beside one another. The plural title Viva las Américas matters. It celebrates the idea that our identities do not have to disappear for us to come together. We can retain what makes us distinct while discovering what we share. We can hear ourselves in the music and still be transformed by the voices of others. Individual identity becomes cultural identity. Cultural identity becomes shared identity. Many voices become one experience. “All” does not mean sameness. It means everyone is present. Everyone is recognized. Everyone contributes something essential. We do not become a community by surrendering who we are. We become a community by bringing who we are together.
VIVA LAS AMÉRICAS REPRESENTS “ALL”
2026-2027 STRATEGIC BRAND IDENTITY
ALL TOGETHER NOW
A WINTER IN LONDON Place and Belonging Where do we belong? A place is more than a location. It is its people. Its streets. Its sounds. Its traditions. Its memories. Its movement. Its silences. London becomes a journey through the life of a city. We encounter the melodies its people carried. We experience its public energy and private reflection. We hear traditions moving from one generation to another. We discover how individual lives become part of a collective identity called a city Every place shapes the people who live within it. In return, people give a place its meaning. The city belongs to its people. The people belong to one another. Together is where belonging begins. It is the community we inherit. It is the community we enter. It is the community we help create. Atlanta, like London, is not simply a point on a map. It is a living collection of neighborhoods, cultures, memories, and people.
A WINTER IN LONDON REPRESENTS “TOGETHER”
2026-2027 STRATEGIC BRAND IDENTITY
ALL TOGETHER NOW
AWAKENINGS Discovery and Belonging What is becoming possible? An awakening begins with a question: Who are we now? Who are we becoming? That question belongs to the individual. It belongs to a community. It belongs to an orchestra discovering a new identity as the Atlanta Metropolitan Symphony. An awakening is the moment when something previously unseen becomes visible. It is nature awakening. Imagination awakening. Potential awakening. A young artist discovering the power of a voice. A student entering the larger community of an orchestra. Music and visual art awakening something new in one another. It is a spiritual opening - not necessarily toward one belief, but toward wonder, purpose, beauty, and connection. It is the future becoming visible in the present. The future is not something we wait for. It is something we nurture. It is something we create through education, mentorship, collaboration, and opportunity. We awaken individually, but we become something new together.
AWAKENINGS REPRESENTS “NEXT"
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ALL TOGETHER NOW
ECHOES OF THE EAST Memory and Continuity What continues through us? An echo begins with a voice. But the voice does not end when its original sound disappears. It travels. It returns. It changes. It is heard by someone else. It becomes part of another moment. Our identities are formed in much the same way. We are echoes of the people, places, cultures, and experiences that came before us. We carry their voices, but we do not repeat them exactly. The past reaches the present. The present answers. The answer becomes a new voice for the future. An echo connects distance. It connects generations. It allows something that once existed in another place and time to become present again. Then is what formed us. Now is how we understand it. Next is what we choose to carry forward. The orchestra becomes a place where those times exist together. Nothing meaningful simply disappears. It echoes through us - and becomes part of who we are becoming.
ECHOES OF THE EAST REPRESENTS “THEN"
2026-2027 STRATEGIC BRAND IDENTITY
ALL TOGETHER NOW
FATE AND FREEDOM CHOICE AND PURPOSE What will we choose?
Fate is what we are given. Freedom is what we do with it. We do not choose every circumstance, every obstacle, or every part of the past that formed us. But we can choose how we respond. We can choose whether to remain divided or move toward one another. We can choose whether to repeat the past or transform it. We can choose whether our individual voices compete or become part of something greater. Freedom is not the absence of struggle. It is the ability to move through struggle with purpose. It is the courage to decide what comes next. “All” tells us who belongs. “Together” tells us how we move forward. “Now” tells us when the choice must be made. Fate may shape the path. Freedom determines the direction. Our future is something we choose -and create - All Together Now.
FATE AND FREEDOM REPRESENTS “DESTINATION”
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06 THE PHILOSOPHICAL JOURNEY
ATLMETSYMPHONY.ORG
ALL TOGETHER NOW
FIVE CONCERTS. ONE JOURNEY THE PHILOSOPHICAL JOURNEY
VIVA LAS AMÉRICAS WHO ARE WE?
We are many identities becoming a shared identity.
A WINTER IN LONDON
WHERE DO WE BELONG?
We belong within the places and communities whose stories become part of our own.
AWAKENINGS
WHAT IS BECOMING POSSIBLE?
We awaken to our individual potential and our larger purpose together.
ECHOES OF THE EAST
WHAT CONTINUES THROUGH US?
The voices of the past echo through the present and shape what comes next.
FATE AND FREEDOM
WHAT WILL WE CHOOSE?
We choose the direction of our shared future.
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