Dance Can Do Reveals Powerful Visual Identity By Conran Design Group

The not-for-profit dance charity partnered with global brand and design agency Conran Design Group to create a fresh brand identity inspired by the flow and dynamism of dance.

Global dance charity Dance Can Do today unveils a powerful visual identity from global brand and design agency, Conran Design Group.

The charity, which believes in the power of dance to change lives, partners with dancers to run dance programmes and performances for children and teenagers affected by illness, poverty, displacement, or other barriers that limit access to the arts. Since being founded in 2018, the charity’s work has spanned the UK, France, Morocco, New Zealand, Kenya, Switzerland and Tunisia.

At the heart of the new identity is a logo inspired by the flow and dynamism of dance. Composed of non-linear, free-form letters, the new marque reflects a range of dance influences and emotions, underlining the universality and fluidity of movement in dance.

Explaining the decision to use non-linear and mixed typography for the new logo, Lee Hoddy, Executive Creative Director at Conran Design Group, said: ‘We wanted the typography to invite audiences to feel the movement of the brand. Its curves and slopes evoke the motion and self-expression of dance in a way that’s fun and dynamic, and that importantly conveys the joy that dance can bring.’

The charity also unveiled a shorter name, dropping the ‘What’ of its original name (‘What Dance Can Do’) to become ‘Dance Can Do’. By removing the ‘What’, the name shifts to a more direct, affirmative statement and, as a result, portrays a more active and confident brand identity.

Practically, it also serves as a shorter, more memorable name that is easier to say, ensuring that the charity’s message is communicated clearly and effectively across all platforms. The phrase ‘Dance Can…’ will also be used in messaging to better communicate the emotional and physical benefits of dance to children and young people.

‘We wanted the new brand identity to underscore how Dance Can Do’s work empowers people and moves them emotionally as well as physically,’ says Lee. ‘The new, more direct name further emphasises the definitive power of dance to build confidence, open doors for young people, and help them connect with their creativity, and the visual identity reflects that.’

Dance Can Do’s founder Aurelia Sellier believes that dance is more than an art form; it’s a catalyst for creativity, confidence and emotional wellbeing.

She says: ‘We love the new visual identity. It clearly reflects the power of dance that we see every day in the children we work with, instilling confidence, improving focus and bringing joy. It will also enable us to expand our work to new areas so that we can engage more children and young people and showcase just what dance can do to change lives.’ 

The new brand identity is being rolled out across digital channels, including the website: thewhatdancecandoproject.com.

Source: Conran Design Group

  Brand Identity, Branding, charity, Conran Design Group, Dance Can Do, Visual Identity