CLIENT — Dansekapellet
TASK — Corporate Visual Identity
AGENCY — IDna Group
Dansekapellet (the Dance Chapel) is a house of dance located in an old church chapel. The vision is to focus on modern and urban dance as art forms, as well as developing and strengthening young talent within dance and choreography. Dansekapellet actively works to spread the message about, and the joy of dance in the local community. They are there for everyone who wants to dance – a house of dance. To support the overall vision, Dansekapellet wanted a new visual identity, to visually support and express the mission they are on. The visual identity needed to be able to contain the many different age groups, cultural backgrounds, professional as well as amateur dancers, and not least the many different dance genres; everything from modern dance to ballet, hip hop, breakdance, street dance, jazz, zumba, and capoeira.
The simple, graphic shape of the logo comes from the iconic domes of the chapel’s structure. With its layers, it also becomes a visual and symbolic room for the dance, and it can be filled by one or more stories at the same time. The logo is thus designed as a flexible identity element, which expresses the vitality and diversity of the house, while it at the same time constantly creates the frame and the recognisability of Dansekapellet. This way, the overall identity element, the “layers”, becomes a graphic tool, which continues this story, and brings flexibility to the identity. The color palette emphasizes the youthfulness, courage, and vitality of the house, and gives them an opportunity to be loud. The strong, green color helps to create attention – especially in the cityscape – as well as power and joy.