Creating a dynamic brand identity for a national dance centre.
Visual Identity Design
The opening of Dance City in Newcastle created the largest dance centre of its kind in the north of England.
We were commissioned to design an identity system to engage its audiences of participants and professionals. We devised a strong yet simple typographic marque, then, taking inspiration from the architectural drawings, created a series of graphic ‘artworks’ around the idea of a dance ‘space’. We then combined these with images of people in motion, to fuse the building and dance into a bold visual identity.