Title | AUSTRALIAN YOUTH ORCHESTRA IDENTITY SYSTEM |
Brand | AUSTRALIAN YOUTH ORCHESTRA |
Product / Service | IDENTITY SYSTEM |
Category | A01. Corporate Identity Schemes |
Entrant | LANDOR ASSOCIATES Sydney, AUSTRALIA |
Entrant Company: | LANDOR ASSOCIATES Sydney, AUSTRALIA |
Design/Advertising Agency: | LANDOR ASSOCIATES Sydney, AUSTRALIA |
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 |
The new identity 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.
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.
Taking inspiration from the lines and spaces of musical staves, the new logo 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 the inner moves and changes - a logo that captures the professionalism and passion of the organisation. An expressive photo style captures the energy of the participants and a vibrant colour palette reflects the Australian spirit. With a novel ipad app that allows you to play the logo, the identity sounds as good as it looks.
Representing the organisations positioning of ‘Raw talent to perfect harmony’, the new identity has been designed to be flexible and dynamic and express the AYO’s diverse and vibrant approach to music. The logo appears in many different juxtapositions, including an animation to the orchestra’s performance of Shostakovich. This new dynamic identity has injected huge excitement around the organisation and applications for all courses has increased by over 30%.