The logo is a choreographed dance move.
The Hofesh Shechter Company is a London-based, contemporary dance company who preform all over the world. Their performances are part theatre, part sweaty rock gig, with a dash of filmic sensibility. Our goal was to liberate HSC brand from the intellectual tradition of theatre and ballet, deliberately zagging with raw, gutteral and imperfect visuals. The brand language has dance at its core. The logo is drawn through motion capture of choreographed dance movements, resulting in an abstract object made of letterforms. That object was then used as the key element across the identity system. The organic shapes are cut, layered and compiled to create jarring compositions that reflect the improvisational and guttural nature of the performance. These shapes are paired with vibrant colours to accentuate the modernity and create flex in tone to differentiate between shows.
