Australian Youth Orchestra rebrand transforms ‘raw talent to perfect harmony’

The Australian Youth Orchestra (AYO) has rebranded in a bid to attract more young talent interested in a career in music.

The work, by brand agency Landor Associates, comprises a new look and feel with a new colour palette, animated logo and imagery designed to demonstrate the vibrancy of the AYO, attract donor support and reach a wider audience.

Landor creative director Mike Staniford told Mumbrella: “We worked closely with the business to understand their needs, and what we realised is that not many people have a clear understanding of what AYO do – this is an organisation that takes young musicians from 12 to 26 and turns them into brilliant performers, often professionals. The positioning ‘from raw talent to perfect harmony’ reflects that.”

Landor briefed a web agency to incorporate the new look and feel online, as well as developing a messaging strategy and using the new design elements in the print program.

The rebrand will also include an iPad application that allows users to ‘play’ the logo.


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