In 2020, San Francisco Symphony celebrated the 25th and final season of the acclaimed Music Director Michael Tilson Thomas, who has guided the organization into one of the world’s leading ensembles. San Francisco studio Manual was commissioned to update the identity and design a campaign for these remarkable milestones and Thomas’s final season in 2019–2020.

Beatrice Display’s unique high-contrast model caught the eyes of the team at Manual Creative and seemed like a suitable match for SF Symphony. In order to take it to the next level and ensure that the typefaces could be used in more contexts for an updated, robust brand, Sharp Type designed custom optical sizes including Beatrice Headline and Beatrice Deck to be used alongside Beatrice. The typefaces are used throughout the website, on print, and on marketing collateral. On the Beatrice family, the team at Manual Creative writes:

Having just launched when our work began with the symphony, Beatrice struck us as the perfect contemporary typographic expression. Its high contrast, idiosyncratic forms, and overall visual rhythm provided a musical quality to letterforms.