The Adelaide Eisteddfod Society approached Beanstalk to assist with modernising and refreshing their visual identity. The old 'AES' logo was looking dated and didn't contain the full name which we identified as a potential issue for the relatively unknown brand to those outside of the music community. After some initial visual concepts trialing variations on the name, it was decided to proceed with 'Adelaide Eisteddfod' as the most concise way of identifying the organisation and what they do. The logotype is a combination of a timeless serif font and slightly abstracted icon derived from the treble clef symbol - those with a creative eye may notice an 'A' and 'e'. The logotype is intended to be used as black on white, or white reversed out of vibrant background colours and patterns we developed for promotional collateral.