Irish Modern Dance Theatre rebrand

A new identity for Irish Modern Dance Theatre. The mark uses a monospace typeface from Signal Type Foundry based in Dublin which was integral in the concept behind the mark. A statement of John’s was the starting point of the concept... 'the language of dance', similar to written language there is notation used in dance to record and map sequences and movements. Visual research on this notation revealed a beautiful aesthetic of sweeps and punctuations reflecting, rhythm, energy, movement and importantly pause, the gaps and spaces that help frame and define form, like positive and negative space in visual design. In addition to this their work is about equality and representation yet celebrating uniqueness, the idea of using a monospace was considered as there is a uniformity in place yet each character is individual, reflecting this ethos. Using these various cues a series of designs were developed. The final route utilised a simple mechanism by using syllable breaks applied to the name of the organisation making an output of 'creative serendipity'. The resulting typographic mark communicates movement, emphasises space, defines form and asks the reader to engage in rhythm and the activity of decoding the mark. The same vehicle is applied to the wider brand through the principal typographic content, linking the identity and other materials directly and extending the relationship.