Yorkshire Dance, Brand Identity
Campaign · Identity · Web Design
Yorkshire Dance are committed to supporting dance across the region that is both artistically innovative and challenging; and community focused, open and accessible to all.
In creating their visual identity, we looked to reflect and embrace these two crucial but contrasting sides to their work.
We worked with the team at Yorkshire Dance to rebrand the organisation and produce print material, their new website, building graphics and wayfinding signage, animation and social media assets.
At the centre of the brand is the shape of a pentagon – based on the simplified outline of the Yorkshire Rose and the five areas Yorkshire Dance work within. This is used as the basis for the logotype and a full bespoke typeface, as well as icons and animated elements.
The pentagon is both angular and irregular – reflecting the artistically innovative and boundary-pushing work of Yorkshire Dance – but also simple, elementary and fun, reflecting Yorkshire Dance’s commitment to making dance accessible to all.
Adding Pattern
The pattern represents Yorkshire Dance’s commitment to supporting the artistic potential of all kinds of movement.
With its origins in choreography notation, the pattern is designed to be used where imagery isn’t appropriate – on merchandising, within the building, on signage, and as a graphic element online and in print.
As with the typeface, it is to be both simple, clear and fun; but also creative, angular and expressive, with meaning for dancers of all ages and experience levels.
The brand uses a set of four fluorescent colours set against an otherwise mono palette – as shown here in the first What’s On programme we created for their Spring/Summer 2017 season. Again, this helps ensure the brand is able to feel either cutting edge or friendly and fun, depending on the context.
Bauman – a Bespoke Typeface
Based on the angles of the pentagon, Bauman has been developed by Split as a headline typeface for Yorkshire Dance. It’s designed to be clear, simple, open and easy to read, but at the same time angular, unusual and creative.
The typeface is derived from the beautiful Brandon Grotesque, with thanks to Hannes von Döhren of HVD Fonts for giving us his blessing to use his work as our starting point.
The face is named after the influential Polish sociologist and philosopher Zygmunt Bauman, who made Leeds his home and sadly passed away shortly after we completed this project.
Partners in crime
The work of Yorkshire Dance’s photographer in residence (and regular Split collaborator) Sara Teresa is used extensively throughout the identity. Using the work of a single artist in this way enhances the distinctive personality and artistic integrity of the brand and her images were a joy to work with.
The guys at Hungry Sandwich Club take credit for bringing the brand to life, with their animation skills being responsible for the brand ident, a set of animated assets for social media and the brand launch video at the top of this page.