MOMENTUM

TitleMOMENTUM
ClientAUSTRALIAN YOUTH ORCHESTRA
Product / ServiceMUSICAL PERFORMANCES
CategoryC01. Logo Design
EntrantLANDOR ASSOCIATES Sydney, AUSTRALIA
Entrant Company LANDOR ASSOCIATES Sydney, AUSTRALIA
Advertising Agency LANDOR ASSOCIATES Sydney, AUSTRALIA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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