I was asked to design and prepare for production an original image and identifying typography for the annual apparel for St. Olaf College's student dance company, Companydance, that is reflective of their identity as a vibrant modern dance company.
Three red and orange stylized dancers were created with vibrant and dynamic geometric shapes leaping in synchronized movement against a field of black. Hyperbolic negative shapes between the dancers created an intense effect of movement and dimension. Mimicking the reflective phenomenon of lights on a stage, the word Companydance, tightly set in thin-lined, wide, upper case sans serif letters was reflected upon itself in red and orange. It evoked strength, unity, and energy and adorned the back of the shirts and sweatshirts to be worn as a sort of company uniform.
The same letters, reconfigured in a tight block formation was created for the front lapel area of the shirts and read, St. Olaf Companydance with the letters of St. Olaf overlapping over itself in smaller type and the twelve letters of Companydance tightly set in four lines of zero leading.
The solution successfully and simultaneously featured both the individual dancer and the company of dancers in such a modern, sophisticated way. The colors were sizzling, and the typefaces I chose worked marvelously to create interesting negative shapes when paired with their reflections. Since modern dance is so often about implication and perception, I felt this treatment did a great job of reflecting that dynamic. Creating interesting relationships between the positive and negative shapes was probably the theme of this project.