Laban believe that contemporary dance has a vital part to play in everyone's lives. With a unique mix of energy and creativity it brings together students, choreographers, designers, writers, researchers, artists, theatre practitioners and musicians from around the world to ensure that everyone’s experience at Laban is a rich and rewarding one.
To coincide with their transformation and move into their new Herzog and de Meuron building in Deptford, we created a brand that instigated their repositioning as a world leader in the performing arts. Working with Laban and taking cues from the exceptional architecture, we developed a new brand identity and communication system which reflects both the transparent colours of the building and the emotional fluidity of the dancers who use it.
The essence of the brand is based around a series of forms called lumens. Each one is a ribbon of undulating colour, created organically using a camera Spy especially invented for the purpose. This gives the brand consistency, whilst keeping it fresh and lively. More lumens can be created to add to the palette.
The brand includes: bespoke logotype, lumens, colour palette, typeface and image style. As well as creating comprehensive guidelines, we advised on the signage systems and other internal documents.