Scottish National Jazz Orchestra
Brand
The Scottish National Jazz Orchestra (SNJO) is a nationally funded organisation that exists to represent the wide-ranging gamut of jazz within Scotland’s musical landscape, ensuring it is explored, nurtured and performed to the highest possible level. SNJO is a performing jazz orchestra of around 20 musicians, with performances throughout each season. They also have a youth wing, SNYJO, for musicians aged 14–24.
Brief
SNJO came to us at a point of change. With a change of leadership, it was decided that the old branding no longer suited their open and contemporary approach. The main aim of the new brand was to reach a wider audience, both in terms of applicants and concert attendees, challenging the idea that jazz is a closed-off niche genre and instead presenting it as a free and expressive musical form that people from all walks of life can appreciate.
Approach
We started with a brand workshop that identified key audiences, defined core messages for each, and established SNJOs unique market position as the most recognised organisation for the growth, development, and creation of jazz musicians and repertoire in Scotland.
We then engaged in a deep dive into the history of the organisation and the genre of jazz itself, with a focus on the origins of Blue Note.
To ensure the brand had a distinct visual language but was still true to its roots we visited the jazz and blues sections of multiple record, book and music shops.
Challenges
During our research we discovered jazz as a genre has a very established graphical style, for better or worse. Through our research, we aimed to understand the running themes present in the genre, how more contemporary artists frame themselves and what visual cues to lean into and what clichés to avoid. On balance we also wanted to pay tribute to the originators and giants of jazz without becoming a museum of the past.
Jazz is a forward-thinking genre, forever changing and experimenting.
Solution
On our journey we found recognisable patterns and a visual language that went beyond the surface-level clichés of saxophones, “J”s and jumbled letters. The logo mark is a mix of the contemporary typeface "Obviously" by Oh No Type paired with a custom serif style "O" which resembles an open note in sheet music.
For the motif we drew inspiration from insturments which are closely related to the genre such as trumpet valves and guitar frets.
The colour palettes paid homage to the bright, contrasting record sleeves of greats such as John Coltrane, Miles Davis and Charles Mingus. We then developed a new tagline, inspired by the legendary Herbie Hancock: “The spirit of jazz is in the spirit of openness.” This perfectly encapsulates the orchestra’s new open approach and broad appeal: Scottish jazz is open to all.
Impact
The new brand launched in summer 2026, giving jazz in Scotland a new and unique voice. SNJO continues to grow with a brand that fits their station, reaching new audiences and putting on performances at the highest level.
