Categories :
Visual Communication Design
Applicant Company:
Roots , Taiwan
Manufacturer :
John Mead Dance Company , Taiwan
Design Company :
Roots , Taiwan
Designer :
Jonathan Yuen
John Mead Dance Company (JMDC) is known for its acclaimed dance performances. Formerly known as MI Arts, there came an opportunity to strengthen its brand image when the studio changed its name. At the heart of JMDC is a ‘dance company’ — a synergistic cast of professional dancers. With this insight, we created a differential and non-static visual identity system, expressed in a dynamic typographic treatment that easily evoke the delight of a company of dancers. The logotype layout changes in each instance of the identity applications. These letters are akin individual dancer performing in group synergistically. This ‘dancing’ visual identity is expressed consistently throughout all the brand collaterals, from stationery, performance poster to website in digital animation form.