A New Look:

This year is filled with exciting changes for our organization. Following the development of a three-year Strategic Plan (to be released this spring), we embarked on an exploration of the identity that has made us unique for so many years. On the heels of tremendous artistic, audience, and Academy growth, we took time to reflect on the Destination, Community, and Artistry that sets us apart from any other summer experience. As a part of our exploration process, patrons, students, musicians, and volunteers were surveyed for feedback. Designer Ali Rubin of A RUBIN DESIGN worked closely with our Marketing Committee, drafting many different representations of our unique summer experience in logo form. Ultimately, the new look streamlines our many previous names (Wintergreen Performing Arts, Wintergreen Summer Music Festival, Wintergreen Summer Music Academy, Wintergreen Summer Music Festival & Academy) into one: Wintergreen Music — truly the best way to communicate who we are and what we do to returning and new audiences alike.

In the words of designer, Ali rubin:

“The new identity builds upon a history of quality music, an inviting atmosphere and the uniquely beautiful setting that is Wintergreen Music. In line with this season’s theme, the old logo was ‘transformed’ to better represent the all-encompassing program offerings that welcome a wide-ranging audience.

The foundation of the rebrand effort is the new logo — with its deliberately minimal, sans serif font, the new name is modern and light, breathing in the crisp open sky when paired with striking photography of Wintergreen’s breathtaking views. Simple mountains have replaced the dated violin to better represent the venue as a whole. A new color palette embodies the spirit of the Blue Ridge Mountain’s changing leaves, bold sunsets and the striking view patrons encounter at Wintergreen.

As a whole, the new identity embodies Wintergreen’s strong desire to stand out from the crowd by better matching people’s first impression of the organization with what they can expect before they even step foot at the venue.“

— Ali Rubin


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