Adds Frost Design CD Vince Frost, the new, larger logo retains the sails motif created by architect Jørn Utzon, "which is so emblematic of Sydney Opera House worldwide," while the "larger, more colorful typography really establishes its name. The new logo reflects the fact that many other places use images of the Opera House, so owning the name is key." The graduated steps of the new typography "represent both the monumental steps at the entrance to the building as well as a musical crescendo," he explains. In various iterations of the campaign, "our idea was to make the sails themselves perform, containing words like 'live' and 'love,' which capture the Opera House experience." See FrostDesign.com.au and SydneyOperaHouse.com for more.