Touch Compass, New Zealand's only professional contemporary dance company that includes dancers with disabilities, is setting out to challenge perceptions about dancing through its new brand, launching next week to coincide with its 15th anniversary.
Studio Alexander originally took on non-profit Touch Compass as a client two years ago and at the end of 2011 the dance company set out on the rebranding path.
Studio Alexander managing director, Kate Alexander, says it was an emotional move as Touch Compass had had its old identity for more than 10 years.
Studio Alexander developed a new identity and design system, website and the collateral for the upcoming Touch Compass 15-year anniversary show at Q Theatre next week.
Its new positioning 'Dance Beyond Difference' is all about changing perceptions of what dance is and who can dance.
"The new Touch Compass identity takes a single element – the triangle – from their original identity and gives it new meaning," says design lead Sam Trustrum.
"It's symbolic of direction, performing beyond the boundaries, the multiple dimensions of what is perceived as 'dance' and 'able-bodied'. The colour blue was purposefully chosen for how it contrasts with skin colour and as a point of difference – a lot of performing arts brands use warm colours."
A 3D version of the logo was also built and dancers choreographed around the object.
"We wanted to build them an identity that their whole company could 'interact with', that had dimension and life," says Alexander. "It's challenging but also very rewarding to work with a client who is as passionate about their craft as we are."