South West Dancing is a campaign to celebrate the vibrant dance community and abundance of dance-related activities and events taking place in the South West region. The brief was to create a simple identity with a logo and toolkit of elements to form a brand scheme for use on social media by multiple South West-based dance companies and institutions.
The identity needed to be appropriate for a wide range of audiences and all types of dance. The aim: to raise the profile of dancing in the South West in order to increase awareness among the general public, including the benefits it can bring to individuals and communities, with the potential of attracting funding.
This fast-track brand exercise was completed over two days with five potential visual routes established, emphasising design versatility, inclusiveness and bright colours. The identity hinges on placing a focus or spotlight on various elements in the accompanying image – with a simple wordmark that can sit next to other institution logos without overwhelming them.
Below is just a sample of some of the design development, the selected identity, and the initial design road-testing with placeholder imagery.