Open Look is the oldest festival in Russia dedicated to modern dance. Once upon a time, contemporary dance was a destination for the “chosen ones,” but the founders of Open Look decided to change the situation and make modern dance accessible to a wide audience. The name of the festival reflects its purpose: to openly tell and show the direction of modern dance, changing the way we look at this complex art. The festival is particularly attentive to the connections between people — dancers, spectators, and organizers. Our goal was to preserve this value in our identity and at the same time present the event in a new guise.
scope of work
— brand identity
branch
— festival
— beauty
task
To develop an identity for one of the main events in the world of modern dance, where the main task is to convey the theme of connections between people and its role in shaping the atmosphere of the festival. The subtasks were: reflecting the high status of the event and distinguishing it from other events in the dance environment with the help of an updated, modern identity.
logo
From the very beginning of the style, the logo greets us as an ensemble made with tightly packed words Open Look. This is how we broadcast the main value of the festival — the connection between people. And then the style begins to come to life, because now the letters are endowed with the ability to dance. They form groups, dance chaotically, solo and form unusual compositions. By endowing inanimate objects, letters, and plastic movements of real dancers, we made the font not just decorative, but emphasized the uniqueness of Open Look in the category of modern dance as the most humane festival.
identity idea
Modern dance has deep stories. The main instrument of a dancer is his body. The storyteller's main tool is words. This is how the metaphor "body language" was born, which helped us find a connection between the structure of letters and the movements of dancers. The style is based on the corporate alphabet, where we have endowed the letters with plastic dancing. A dance festival where stories come to the fore of the stage. Thanks to the introduction of letters, the identity allows you to accurately convey emotional messages, and turning them into dancers makes the style vivid and lively.
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