It All Starts With a Feeling
A new chapter for the Toronto Symphony Orchestra.
The room settles. The oboe sounds. The orchestra begins.
You’ve felt it before.
That moment when the music takes hold. When you lean in. When, for a little while, everything else falls away.
For more than a century, those moments have connected people across this city. They have brought us together to celebrate, reflect, imagine, and experience something larger than ourselves.
As we begin our 2026/27 season, we’re opening a new chapter for your Toronto Symphony Orchestra.
Alongside a new look, we’re introducing a clearer expression of who we are: an orchestra shaped by Toronto and committed to bringing people together through music.
Because before there is a concert, a memory, or a standing ovation, there is a feeling.
And that’s where it all begins.
Frequently Asked Questions
Why did the TSO rebrand?
As part of a broader strategic planning process, we looked ahead to the future of the Toronto Symphony Orchestra and identified an opportunity to create a clearer expression of who we are. More than a decade after our last brand refresh, we felt it was time for our brand to better reflect the orchestra and the many ways we serve our community—from performances and education programs to community partnerships, recordings, and international touring.
This work also gave us an opportunity to create a more welcoming and consistent experience for audiences wherever they encounter the TSO.
What will change as the new brand is introduced?
The core TSO experience will remain the same. You’ll continue to enjoy the same musicians, concerts, and artistic excellence you’ve come to expect from the orchestra.
What you’ll notice is a refreshed visual identity and a more consistent way of expressing who we are across our communications and audience experiences.
Some changes will appear immediately, including the 2026/27 Single Ticket brochure. Others will be introduced gradually over the coming months as part of a phased rollout that includes our website, publications, signage, and other audience-facing materials.
The TSO website will receive a visual refresh as part of this rollout, launching on July 15. While the look and feel of the site will evolve, its core functionality will remain familiar. Concert pages, ticket purchasing, account access, donations, subscriptions, and other key pathways will continue to work much as they always have.
What does “It All Starts With a Feeling” mean?
Music has the power to move us. Long before someone becomes a subscriber, donor, volunteer, musician, or first-time concertgoer, there is often a feeling that draws them in—curiosity, excitement, wonder, connection, or belonging.
“It All Starts With a Feeling” reflects the emotional connection at the heart of the live music experience and the many ways people find their way to the Toronto Symphony Orchestra.
Who worked on the project?
This work was shaped by many voices across the TSO community, including musicians, staff, board members, donors, subscribers, audience members, and community partners. The process included research, interviews, workshops and consultations.
Toronto-based creative agency Underline Studio partnered with the TSO to develop the visual identity, while Good Form supported the brand voice and messaging framework.
Where can I learn more?
You can read the full announcement to learn more about the new brand, the creative process, and the thinking behind the work. Throughout the summer, we’ll also be sharing stories, creative insights, and behind-the-scenes perspectives from the rebrand journey on social media. Follow us @torontosymphony.