AOTOS Brand Identity & Website Design

The Association of Teachers of Singing (AOTOS) was founded in 1975 to promote a wider understanding of all aspects of the teaching of singing. AOTOS is open to members specialising in teaching any expression of song: from classical, through music theatre and folk, to jazz, rock and gospel, either privately or in school, college or conservatoire.

The new logo mark works on a couple of levels. The immediate one is as a representation of the two main positions of the lips when singing. It also has a three-dimensional aspect which creates the impression of ‘space’ and ‘depth’, which are both important factors in the context of vocal range.

AOTOS have had a number of activities and initiatives. The new and flexible brand identity and visual language allowed the organisation to summarise those into six main channels with each having its own identifying colour.

This year, 2015, I did a small identity design update for AOTOS to mark the 40 years celebration.

One of the main identity applications is SINGING magazine. It’s free and sent twice a year to all members. It includes articles, book and music reviews, reports of presentations at recent national conferences and area events, as well as news of members, and notification of forthcoming events.

The magazine graphics and layout use the same visual clues from the signature creating a recognisable visual language which has then been applied to other print applications such as members booklet as well as advertising and various leaflets.

Ads are used to promote courses, conferences, guest lectures and various other events. The design of the ads follows the same visual guidelines as the magazine.

Every year,  AOTOS members have the option to be included in the member registry booklet as well as the online directory of members. Each AOTOS member is assigned one of the 10 types of membership:

1. Individual member
2. Honorary life member
3. Emeritus
4. President
5. Honorary president
6. Ex-officio member 1
7. Ex-officio member 2
8. Corporate
9. Reciprocal corporate
10. Student member

In collaboration with Select Performers on the development side, I also helped shape and design the new website. Below are a few representative screenshots.