Dance Umbrella

Moving London

“Imaginative, responsive, and good to work with. What more to ask?” – Dance Umbrella on working with O Street

O Street brand refreshes for Dance Umbrella. Brushstroke logo overlay image

Since 1978, Dance Umbrella has been a force of creative energy in London, attracting over one million audience members to its eclectic performances. They came to O Street to shake things up for their 38th international dance festival, and festivals to follow.

Dance Umbrella brand identity refresh, brushstroke logo overlay by Scottish Design Agency, O Street.O Street Print Design for Dance Umbrella 2016 festival.O Street Print design for Dance Umbrella Festival 2022Dance Umbrella animated brushstroke logo design by O Street, Glasgow.

While they didn’t need a full brand overhaul, the festival look lacked the spark of its performances. We gave Dance Umbrella’s static logo a facelift with loads of hand-brushed swashes to better reflect its motto; Moving London.

O Street – Dance Umbrella brand refresh 2016.Dance Umbrella 2022 festival Printed Programme Design by O Street, Glasgow.Dance Umbrella Print Design Festival Programme 2016 , by O Street Design Studio.Dance Umbrella London 2016 Programme, Print Design by O Street

What Dance Umbrella needed most of all was a design system to use across all of their materials. We worked out a typographic direction to sit nicely with the brushed logo—creating a distinct visual style—which we then applied with the design of their programme.

Dance Umbrella 2022 Festival Programme. Print Design and Branding by Scottish Agency, O Street.Dance Umbrella Concertina Programme for 2022 Festival in London. Print Design by O Street, Glasgow. Dance Umbrella Printed Festival Programme detail shot. Design by the global agency—O Street, Glasgow, Scotland.

For 2022—the second year under artistic director Freddie Opoku-Addaie—we created a unique piece of print that featured all of the major performances on the cover. It then unfolds to reveal details. After hosting the festival at home during the pandemic, Opoku-Addaie wanted a unique piece of print that would stand out. With many enterprises sidelining print altogether, it certainly raised eyebrows.

Dance Umbrella 2016 festival programme, print design by O Street, Glasgow. Dance Umbrella Brand Identity refresh process images showing manual, brushstroke development in O Street Studio, Scotland.

The brand refresh used brushstrokes that were all   handmade, which gave us a nice excuse to roll up our sleeves and make a mess of the studio. We even followed that up with a little dance.