Landor Associates, a strategic brand consulting and design firm, today announced a significant rebrand for the Australian Youth Orchestra (AYO) to help to attract young talent in Australian music, reach wider audiences and build on donor support.
With a reputation as one of the world’s most innovative training organisations for young pre-professional musicians, the AYO needed a radical shift in brand identity to appeal to a younger audience. The change needed to inspire excellence in Australia’s best young classical musicians, from emerging to those on the verge of a professional career.
The new identity aims to express AYO’s diverse and vibrant approach to music using the idea ‘From Raw Talent to Perfect Harmony’ to represent both professionalism and passion.
Landor's executive creative director, Mike Staniford said the Australian music industry thrived on young talent and the look and feel of the branding needed to appeal to this segment of the population.
“Taking inspiration from the lines of musical staves, the logo is constructed with two forms for each letter,” he said. “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.”
An iPad application was also launched that allows users to ‘play’ the logo.