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.

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.

The new identity has increased AYO's presence in the market and it has had fantastic response both within the organisation and from its sponsors.