At 40, ProMusica wants to become a bigger brand

By Emily Bench / For Columbus Business First

“ProMusica wants to be the next Jeni’s Splendid Ice Cream. Or maybe Wendy’s. Or L Brands. Or the next – well, you get the idea.

To that end, ProMusica has a new brand and logo to help it meet that goal.

“We are a chamber orchestra, and there are a lot of questions about that,” Janet Chen, ProMusica’s executive director, told me. “Just from a ‘Who are you?’ or ‘What do you do?’ aspect, there were a lot of questions and we wanted to take ownership and define that.”

The chamber orchestra hired Columbus-based Ologie to revamp its brand and logo, which was primarily done for free.

“I would say our past brand was much more traditional, more conservative, which really doesn’t fit who we are at the end of the day,” Chen said. “Our audience is increasing, our subscriptions increasing. We are seeing a younger audience mixed with our loyal patrons that have been with us for 40 years.”

As it enters its fifth decade, the chamber orchestra wanted its brand to represent all the changes that have been made since its inception.”

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