For potential new audiences there are significant barriers to buying a ticket.

People think opera is all the same, so we needed to show opera’s incredible diversity and genres, from comedy to tragedy.

People think opera is stuffy and boring, so we needed to portray opera as modern, exciting and entertaining.

People think opera is elitist, so we needed to make opera feel welcoming and open.

The new brand had to dispel these preconceptions and help people to reappraise opera as a form of entertainment.

Since most people think opera is all the same, the identity was designed to show the incredible diversity of opera – from comedy to tragedy and everything in-between.

We developed a flexible logo system that could open up opera. The O and A open to reveal Opera, Opera Australia and everything opera can be.

We launched the new brand with the 2014 Season. While the rest of the world’s opera companies are in decline or near closure, Opera Australia has not only maintained but exceeded sales expectations. Opera Australia now have a brand that matches their business, ensuring they are well equipped in their mission to set opera free.