MacPhail Brand Identity

Orchestrating an identity that hits the high notes.

The Challenge MacPhail Center for Music has been an integral part of Minnesota’s musical community since 1907. Its move to a new state-of-the-art building in late 2007 created the need for a new logo and brand identity that would resonate with the architecture and better reflect the innovative spirit of MacPhail. Additionally, MacPhail leadership aspired to position the organization on par with other renowned arts organizations in the Twin Cities.

Brand Architecture

Brand Strategy



Logo Design



The Solution Franke+Fiorella designed the logo and visual identity system to reflect the organization’s passion, enthusiasm, approachability and commitment to excellence. A key component of the identity is a whimsical pattern of musical instruments that is applied across all communications.

The Result MacPhail Center for Music continues to thrive, even in a volatile economy. And the fact that a local musician chose to tattoo the instrument pattern on her arm is a testimony to the emotional response it evokes.

Quite an ensemble. A literature system highlights each of MacPhail’s core focus areas.

Play on. With a passion for play, MacPhail’s brochure positions the organization as a place where all are welcome to create sweet music.

An unforgettable event. MacPhail’s grand opening gala invitation foreshadowed it—this was an event not to be missed. A flagship piece for the entire grand opening festivities, the invitation emulated the building itself while featuring colorful, festive party imagery.

Drumroll, please. Using the gala invitation as a visual cue for the rest of the grand opening materials, unveiling of the new identity was saved for a week-long celebration.

This site uses cookies to enhance your experience.Privacy Policy.