Title | MOMENTUM |
Brand | AUSTRALIAN YOUTH ORCHESTRA |
Product / Service | MUSICAL PERFORMANCES |
Category | C01. Logo Design |
Entrant | LANDOR ASSOCIATES Sydney, AUSTRALIA |
Entrant Company | LANDOR ASSOCIATES Sydney, AUSTRALIA |
Advertising Agency | LANDOR ASSOCIATES Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Mike Staniford | Landor | Executive Creative Director |
Nichola Dearn | Landor | Creative Director |
Matt Morgan | Landor | Design Director |
Ben Chandler | Landor | Design Director |
Violetta Chalmieva | Landor | Designer |
Momentum Ensemble needed a new brand identity and logo to capture a wider audience and drive funding for the Australian Youth Orchestra and future partnerships. We wanted to create something unique and iconic that represented the ensemble's radical self-expression, unconventional scores and performances in unexpected venues.
Momentum Ensemble are the elite musicians from the Australian Youth Orchestra who develop unconventional partnerships with artists and composers outside of the traditional classical sector giving a new dimension to their music. Their performances are designed to make classical music more accessible and appeal to a wider audience by bringing new interpretations and unconventional scores to audiences outside of the traditional environment. Performances include partnerships with didgeridoo artist William Barton and rock band John Butler Trio, performed in in spaces such as the MCA and urban spaces.
Our strategy reflected the ambition of the musicians – to stretch the notes and bend the lines, to change the way we see the music. The new movement led us to the name and a vibrant, continually-changing identity, designed to be both vibrant and interpretive. We stretched the iconic note to work across media allowing the identity to adapt and express the individual and unique performances and partnerships.
The identity distinguishes the Momentum Ensemble as a elite group within the AYO, the vibrant logo is great social currency for members of the group and an attraction for future applicants in addition to capturing and exciting a wider audience beyond the usual parents and families a youth orchestra may attract.