AUSTRALIAN YOUTH ORCHESTRA TYPOGRAPHY

TitleAUSTRALIAN YOUTH ORCHESTRA TYPOGRAPHY
ClientAUSTRALIAN YOUTH ORCHESTRA
Product / ServiceIDENTITY
CategoryA10. Typography
EntrantLANDOR ASSOCIATES Sydney, AUSTRALIA
Entrant Company:LANDOR ASSOCIATES Sydney, AUSTRALIA
Design/Advertising Agency:LANDOR ASSOCIATES Sydney, AUSTRALIA

Brief Explanation

With new exciting artist collaborations, global touring locations, and need for extra funding support, this was a perfect time to refresh and re-launch a new look and feel for an exciting, passionate organisation. The new typography needed to inspire excellence in Australia’s best young classical musicians, from emerging, gifted, school-aged students to those on the verge of a professional career.

The Brief

The new typography needed to inspire excellence in Australia’s best young classical musicians, from emerging, gifted, school-aged students to those on the verge of a professional career.

How the final design was conceived

Taking inspiration from the lines and spaces of musical staves, the new type is constructed with two forms for each letter. The inner letter is informal and quirky representing raw talent and the outer balanced and structured representing perfect harmony. The outer shape remains constant while in the inner moves and changes - a piece of type that captures the professionalism and passion of the organisation.

Indication of how successful the outcome was in the market

Representing the organisations positioning of ‘Raw talent to perfect harmony’, the new type has been designed to be flexible and dynamic and express the AYO’s diverse and vibrant approach to music. The type appears in many different juxtapositions, including an animation to the orchestra’s performance of Shostakovich. This new dynamic type has injected huge excitement around the organisation and applications for all courses has increased by over 30%.

Credits

Name Company Position
Mike Staniford Landor Associates Executive Creative Director
Nichola Dearn Landor Associates Creative Director
Matt Morgan Landor Associates Senior Designer
Marivel Izon Landor Associates Account Manager