AUSTRALIAN YOUTH ORCHESTRA by Landor Sydney for Australian Youth Orchestra

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AUSTRALIAN YOUTH ORCHESTRA

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Australia
Agency Landor Sydney
Executive Creative Director Mike Staniford
Creative Director Nichola Dearn
Released March 2012

Credits & Description

Category: Design Typography
Advertiser: AUSTRALIAN YOUTH ORCHESTRA
Product/Service: AUSTRALIAN YOUTH ORCHESTRA
Agency: LANDOR ASSOCIATES
Executive Creative Director: Mike Staniford (Landor Associates)
Creative Director: Nichola Dearn (Landor Associates)
Senior Designer: Matt Morgan (Landor Associates)
Project Manager: Marivel Izon (Landor Associates)
Media placement: Brand Identity - Publication Distribution, Banners, Collatoral - 25 March 2012

Describe the brief from the client
The Australian Youth Orchestra (AYO) needs to capitalise on their 'elite training organisation' role and reputation as a global leader, in order to leverage further support from Government, audience, sponsors and donors.
AYO needs to strengthen our positioning, enhance our presence and develop the brand strategy for AYO.

Describe the challenges and key objectives
To create a relevant and differentiated brand identity, which reflects the core attributes of AYO. To create a contemporary, dynamic and energetic mark that captures the passion and professionalism of the organisation.
It has to resonate with the musicians and instil a sense of pride and expression, as well as being seen as a serious institution. Be an enduring mark and distinctive visual style, working simply and consistently and engaging everyone involved in AYO to drive for the best results and raise its global profile.

Describe how you arrived at the final design
Taking inspiration from the lines and spaces of musical staves, the new logo is constructed with 2 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.

Give some indication of how successful the outcome was in the market
The new identity has made a huge impact within the youth orchestral community. It has increased passion and energy within the organisation and grown interest from future sponsors.