SF OperaLab is the experimental arm of the San Francisco Opera. It’s forward-thinking, dynamic, and innovative; a brash counterpoint to the formality of traditional theater. The identity needed to reflect that without fragmenting its’ relationship to the Opera. So that’s where we began: with the parent brand.
We simplified the SF Opera’s mark, a stately, refined starburst, and reduced it to its essential geometry. The original has an inherent outward momentum, which we captured through fewer, simplified rays. But a single static artifact didn’t fit OperaLab’s excitement constantly shifting repertoire.
It needed to move.
We animated the rays and created a sequence of 248 frames, each its own mark, that radiate endlessly outwards—creating a flexible system of marks that could be applied to performances based on factors like their order of appearance in a given season.