Dance City
Brand Creation
In 2005, the new £7.6m Dance City opened in Newcastle. The largest dance centre of its kind in the north of England. Commissioned to design an identity system to engage its audiences of participants and professionals. We designed 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’. Combining these with images of people in motion, to fuse the building and dance into a bold visual identity.
In 2005, the new £7.6m Dance City opened in Newcastle. The largest dance centre of its kind in the north of England. Commissioned to design an identity system to engage its audiences of participants and professionals. We designed 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’. Combining these with images of people in motion, to fuse the building and dance into a bold visual identity.
