June 1, 2011—FOR IMMEDIATE RELEASE
ANNAPOLIS OPERA GETS A FACELIFT: Annapolis Opera is Approaching 40 and Gets a Little ‘Nip/Tuck.’
ANNAPOLIS - In the past year, Annapolis Opera has been taking a good look in the mirror, and has decided to make some changes so that it looks fabulous at 40! The company hired its first-ever general manager, it changed its programming and production going into the 2011-2012 season, and now it’s launching a rebranding campaign. This fresh new look is what the company hopes will help attract the younger audiences as well as set itself apart from other organizations that currently use the iconic Capital building in their logos.
Jennifer Fletcher, general manager, likens rebranding to wedding stationary. “If you send out do-it-yourself invitations from your own printer, the wedding gifts you’ll receive will be serving platters and pots and pans. If you send out engraved Crane invitations, you’ll get china and Waterford crystal.” This is why Annapolis Opera decided it needed an overhaul. Opera is dramatic, sexy, passionate, and youthful. Since that is true, the image the company needs to portray should reflect that.
The new logo incorporates a modern font for the “A” and a striking new color for the “O.” The design concept incorporates part of a treble clef to add to a musical theme or represent a wave on the Chesapeake Bay, while the A and the O could represent the iconic Annapolis sailing community and a sun.
To showcase the energy and enthusiasm within the company and its patron base, Annapolis Opera proudly introduces a new logo and branding initiative – the first such endeavor in more than a decade. The company’s new tagline, “There’s more behind the curtain…,” reflects the essence of the rebranding initiative and the company’s mission: to present artistically excellent professional opera productions, educational programs and other opera-related events, featuring emerging artists from the mid-Atlantic region. “There was never a better time to introduce a new logo and branding,” said Ed Paglee, member of the Board of Trustees and Marketing Committee Chairman. “It publicly demonstrates not only where Annapolis Opera stands today; but also where we’re heading. Our new branding position tells our existing patrons, and future patrons, that we offer the region’s best-performing and most versatile programming that is backed by a strong commitment to our product and the end patron. We want them to know that we’re moving forward with both of those commitments at the forefront. We’re poised to reliably serve our patrons’ every need today and into the future – because we will continue to put them first.”
Patron feedback and the passion opera-goers have for the performances strongly influenced the logo redesign and branding initiative. Over the years, Annapolis Opera has developed a zealous audience, taking opera to the heart and creating enduring audience relationships for life. With that in mind, the company sought to freshen its logo and brand platform to more accurately reflect how it delivers programming and services that exceed today’s market demands. Annapolis Opera offers more than just opera to audiences. It provides the versatility required to inspire new levels of creativity within the community. This versatility is evident in the collaborative concerts the company is planning for the 2011-2012 season. The new Annapolis Opera branding expresses how it will continue to create quality and versatility for its patrons in a modern age where authenticity and creativity are mainstays of the contemporary arts organizations.
The new branding comes during an exciting time for Annapolis Opera. “Annapolis Opera continues to move forward as an even stronger organization,” said Leah Solat, Board President. “With our new branding, we’ll be able to better communicate the full spectrum of what we provide to our audiences, what they mean to us, and what we mean to them.”
In addition to the exciting new look; Annapolis Opera will be simultaneously launching a new website. The new website will have greater content, more information for the viewer, bios and headshots of performers for that season, educational information, listening opportunities, easier ticket and donation transactions, a blog, and greater ease of use. The new site will give Annapolis Opera audiences everything they need to enhance their performance experiences.
