AUSTRALIAN YOUTH ORCHESTRA IDENTITY SYSTEM

ClientAUSTRALIAN YOUTH ORCHESTRA
ProductIDENTITY SYSTEM
EntrantLANDOR ASSOCIATES Sydney, AUSTRALIA
Type of EntryDesign: Corporate or Brand Itendity
CategoryA01. Corporate Identity Schemes
TitleAUSTRALIAN YOUTH ORCHESTRA IDENTITY SYSTEM
Product/ServiceIDENTITY SYSTEM
Entrant Company:LANDOR ASSOCIATES Sydney, AUSTRALIA
Design/Advertising Agency:LANDOR ASSOCIATES Sydney, AUSTRALIA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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%.

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