British Dance Edition is an initiative setup by the National Dance Network to profile the best in British dance. Through a bi-annual festival it provides producers and promoters from around the world with a taste of the UK’s top performance pieces. We were asked to create an identity for the 2012 exposé being held in London.

Capturing both vibrancy and movement, we used a broad ink stroke to create an expressive mark suggestive of a dancing figure. Supporting type was stacked to anchor the mark and establish an authoritative tone for the organisation.

The identity is currently being used across all festival and PR collateral at London’s key dance venues including Sadler’s Wells, the Southbank Centre and the Royal Opera House.

Key features:

• Expressive mark suggestive of a dancing figure
• Promoted UK dance talent to an international audience
• Implemented across series of events at London’s key dance venues