This visual identity for the Dutch Dance Theater consists of a logo, street advertising, stationary, business cards, brochures and flyers, newsletters, and a new digital domain. It makes uses of the typeface Founders Grotesk, characterized as daring though serious. Choreography occurs between words and imagery, with the latter selected from prior performances. A color palette of vermillion, black, white, and gray ensures focus remains on the dancers and movements of their bodies. Emulating the movement of the stage, the typeface received a sense of speed through the use of italics in its headings and subtitles, compounded by the underlying 3-D isometric grid, whose triangular shape ‘activates’ the text. Imagery used in its advertising is nearly always full-bleed, to capture the short-attention of passersby. By subordinating text to image, and italicizing major texts, this new identity emphasizes dynamicism in its communication–retaining focus on dance.
Nederlands Dans Theater
Client: Nederlands Dans Theater, Year: 2015, Format: Various sizes, Identity proposal