AYC - Armenian Youth Choir- is an Armenian choir group in Lebanon that performs classical, folk and contemporary qualified music. It has a multilingual playlist which extends from Armenian traditional folk songs to modern Armenian or non-Armenian songs.
I was asked to create the identity of this group, their upcoming events' poster and its invitation card. As I did my research, which included watching them perform, I realized that THEY WERE the midpoint between the modern and traditional. A group of youth of different ages performing in harmony both classical and modern songs in their own unique way.
For the logotype I used an old Armenian script called թռչնագիր (terchankir), translated as bird font, or rather, bird calligraphy. The capability of creating beautiful melodies that birds produce and their never ending youthfulness seemed like an excellent concept to use for this logo.
Main source of inspiration
The letters were used according to the old script, then modified and modernized to fit the standards of the choir. The colors used also take part in the concept, the Bordeaux symbolizing the classical and the turquoise the modern.
Final Logo in Armenian
The logo has also been adapted into english.
Final logo in English
Logo Variations
In Armenian the word ԱՅԳ (AYC) means dawn, the beginning.
The idea of the poster is to show the moment when the sun rises, beaming its first rays accross a mountanious land (Armenia). Using certian parts from the layout of the graphical elements used to make the letter Ա in the Armenian version of the logo, I created the land with powerful textures all moving together in unity.
Posters' conception
After Photoshop
Final poster
Armenian
English
And finally, the invitation cards.
We decided to go for something different rather than the regular rectangular 10x20 cm cards.
We decided to makes this years cards circular, a form that fits perfectly with the whole identity. One side Armenian the other English.
We decided to go for something different rather than the regular rectangular 10x20 cm cards.
We decided to makes this years cards circular, a form that fits perfectly with the whole identity. One side Armenian the other English.
