Backstage
Backstage is a dance apparel company providing loungewear, activewear, warmup gear, and casual dance apparel for all genres.
Backstage celebrates the grit, dedication, and unglamorized hard work of every dancer with gear that honours the hard work they put in when no one is watching. This visual identity is built to acknowledge the balance of discipline and craft with emotion and energy. A custom typeface anchors this brand, capturing the expressive yet controlled essence of dance.
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Create a custom font and brand for a dance apparel company, reflecting the dynamic and fluid essence of dance movements without adhering to a specific style or genre of dance.
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The custom typeface features letterforms that evoke the gestural quality of dance movements — the energy, fluidity, and expression as well as strength, control, and discipline. The full character set features alternates and both an upper and lowercase to ensure a versatile, yet cohesive appearance across various applications. Full curves and rhythmic spacing ensure resonance with the spirit of movement.
An expressive, illustrative graphic and brand mark which loosely resembles a ‘b’ for ‘backstage’ complements and enhances the typeface’s emotive qualities.
The name backstage further enriches the brand's narrative by linking the visual identity to the behind the scenes, where the apparel is intended to be worn.
DELIVERABLES
Custom Typeface Design
Branding + Identity
Naming
Applications
CREATED FOR
Class Work – SVA, 2024
