{"id":3170,"date":"2016-11-07T05:01:55","date_gmt":"2016-11-07T05:01:55","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=3170"},"modified":"2017-06-06T11:25:32","modified_gmt":"2017-06-06T11:25:32","slug":"contemporary-dance-institution-odc-visual-identity","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/11\/contemporary-dance-institution-odc-visual-identity\/","title":{"rendered":"Contemporary Dance Institution, ODC, Goes For Gold With New Visual Identity"},"content":{"rendered":"<p><em><strong>Based in San Francisco, modern dance facility ODC, made the decision that they needed to create a visual identity which captured the \u201cphysical motion, human touch, and warmth of the dancers it works with\u201d.<\/strong><\/em><\/p>\n<p>So working with brand consultancy Landor, a complete visual identity system soon got underwa<em><strong>y<\/strong><\/em>.<\/p>\n<h1>1) The rationale<\/h1>\n<p>ODC, according to their website is a \u201cground-breaking contemporary arts institution\u201d and one of the most active centers for dance on the West Coast.\u00a0 As well as having a full program, playing a big role within the San Francisco community, holding the status as a nationally regarded presenting venue \u2013 they\u2019re also the first modern dance company in America to build their own home facility.<\/p>\n<p>With such a great heritage and also development story, they felt that they needed their visual identity to be strengthened.\u00a0 They needed guidelines and a brand strategy detailing how they could capitalise on their unique and highly regarded position.<\/p>\n<p>A brand visual identity system allows organisations to keep a sense of control throughout all of their communications.\u00a0 As well as showing a sense of pride and credibility.<\/p>\n<p>So why shouldn\u2019t ODC be proud of what they have built? \u00a0And why shouldn\u2019t they have a strong visual identity to represent them at the highest level.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_4.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3173 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_4.jpg\" alt=\"landor_odc_branding_the_branding_journal_4\" width=\"469\" height=\"277\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_4.jpg 469w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_4-300x177.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_4-380x224.jpg 380w\" sizes=\"auto, (max-width: 469px) 100vw, 469px\" \/><\/a><\/p>\n<h1>2) The work<\/h1>\n<p>The story behind the development of the creative took inspiration from the ODC dancers themselves.\u00a0 With the identity curving and twisting like a dancer in space.\u00a0 The brand visual is to capture the very essence of ODC.\u00a0 Consultancy Landor believe the new identity to be strong, fluid and unafraid of the subtle imperfections that make it so unique.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/179395784?color=fed100&amp;title=0&amp;byline=0&amp;portrait=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><a href=\"https:\/\/vimeo.com\/179395784\">ODC: Unifying spirit, voice, and movement<\/a> from <a href=\"https:\/\/vimeo.com\/landorassociates\">Landor<\/a> on <a href=\"https:\/\/vimeo.com\">Vimeo<\/a>.<\/p>\n<p>Setting them apart and making sure their brand represented their status, the branding strategy had to look at how they could achieve world-class sophistication and approachability.\u00a0 And how they could bring the brand to life.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3174 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_3.jpg\" alt=\"landor_odc_branding_the_branding_journal_3\" width=\"760\" height=\"507\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_3.jpg 760w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_3-300x200.jpg 300w\" sizes=\"auto, (max-width: 760px) 100vw, 760px\" \/><\/a><\/p>\n<h1>3) The new visual identity system<\/h1>\n<p>The new branding was launched strategically during ODC\u2019s spring performance season.\u00a0 As well as appearing on buses, transit stops and public spaces throughout San Francisco.<\/p>\n<p>In addition, the timing in which the brand was launched allowed them to unveil their new visuals, promote their spring performances and almost show their unveiling with special performances.\u00a0 This was heightened with short video sequences being played before each dance performance helping to further exemplify the core of ODC.<\/p>\n<p>Both organisations have worked together to tie everything in strategically, which when launching a new brand is just as important as the visual itself!<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3175 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_2.jpg\" alt=\"landor_odc_branding_the_branding_journal_2\" width=\"760\" height=\"537\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_2.jpg 760w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_2-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/11\/landor_odc_branding_the_branding_journal_2-380x269.jpg 380w\" sizes=\"auto, (max-width: 760px) 100vw, 760px\" \/><\/a><\/p>\n<h1>4) The result<\/h1>\n<p>Finally, through dynamic typography and bold imagery it has allowed for a unique and distinct visual style to be created for ODC.<\/p>\n<p>But more than that.\u00a0 The strategy allowed it establish itself and lay down some great branding foundations.\u00a0 Helping to bring three ODC organisations into one.\u00a0<a id=\"army\" style=\"display: none;\" href=\"https:\/\/medhealthplus.org\">fitness<\/a> A professional dance company, a community-based school and a performing arts theatre.<\/p>\n<p>Of course good branding and design as well as hard work and strategy does not go unrecognised.\u00a0 And as a consequence Landor\u2019s work for ODC has been awarded the Gold Graphis award for branding in the 2017 Design Annual.<\/p>\n<p>A very stylish and swift design mark, I agree.\u00a0 Completely representing ODC and their dance facility.\u00a0 However, does it fit with the digital era, and is the identity system flexible enough to adapt?<\/p>\n<p><em><strong>References: <\/strong><a href=\"https:\/\/www.odcdance.org\/about.php\" target=\"_blank\" rel=\"noopener noreferrer\">ODC Dance<\/a>,\u00a0<\/em><em><a href=\"https:\/\/landor.com\/news\/unifying-spirit-voice-and-movement-landors-work-for-odc-wins-a-graphis-gold\" target=\"_blank\" rel=\"noopener noreferrer\">Landor<br \/>\n<\/a><\/em><em><strong>Pictures from: \u00a0<\/strong><\/em><em>ODC Dance,\u00a0<\/em><em>Landor<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Based in San Francisco, modern dance facility ODC, made the decision that they needed to create a visual&hellip;\n","protected":false},"author":15,"featured_media":3176,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"New Visual Identity For Contemporary Dance Institution (ODC)","_seopress_titles_desc":"Based in San Francisco, modern dance facility ODC, created a visual identity which captured the \u201cphysical motion, human touch, and warmth of the dancers\".","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[487,4],"tags":[42,695,616,694,190],"ppma_author":[757],"class_list":{"0":"post-3170","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-visual-identity","8":"category-news","9":"tag-dance","10":"tag-landor","11":"tag-north-america","12":"tag-odc","13":"tag-visual-identity","14":"cs-entry","15":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":487,"label":"Brand Visual Identity"},{"value":4,"label":"News"}],"post_tag":[{"value":42,"label":"dance"},{"value":695,"label":"Landor"},{"value":616,"label":"North America"},{"value":694,"label":"ODC"},{"value":190,"label":"visual 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