|Ad Libitum Chamber Choir

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The Client

London-based Chamber Choir

The Brief

  • logo to reflect choir’s core values of professionalism and friendliness
  • ongoing series of concert flyers (A5) which also serve as posters (A3) to attract passers-by

The Response

‘Ad Libitum’ means ‘at one’s pleasure’ or ‘at the performer’s discretion’. While Times New Roman and the formal script of the ‘A’ and ‘L’ convey the traditional nature of the choir, the contrast hints at the group’s sense of fun and variety in their programming. The ‘L’ takes flight, extending itself around the words to visualise the playful individuality inherent in the choir and their name.