To mark 30 years since the foundation of Hackney Youth Orchestras Trust, we have created a new brand identity.
HYOT is a London charity that provides children and young adults with high quality, accessible tuition as well as participation in orchestra and ensembles.

Established in 1992, the chair and trustees have the ambition to deliver a holistic music programme and participating in national music events.
To this effect, international expert musicians are enlisted as tutors to provide a high standard of education. HYOT orchestra has achieved great accolades such as performing at the Royal Albert Hall.

For the next chapter of the trust’s history, the goal was to increase student enrolment, and present HYOT as a matured professional organisation capable of teaching and performing on demand; a solid partner to collaborate with other local or national organisations.

We set the key words: “young and dynamic, engaging & inclusive, professional” as our starting point and inspiration.
The resulting branding direction features interlocking text, representing a closely knit community, and the elongated letters show the fluidity of music performance.

The name implies two distinct facets, the orchestra; young, vital, and the trust, which is professional and endeavours to raise funds and present an established image to its stakeholders.
To represent this duality, the word mark is visually separated into two elements, so a student/carer might instinctively read “Hackney Youth Orchestra” whereas a stakeholder or potential donor, might focus on “Trust” first.

We animated the text to communicate flow and rhythm. We also designed other materials such as posters and concert programs for a consistent application of the branding.