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The Joyce Theater

This is a re-branding project for The Joyce Theater, one of the only theaters built by dancers for dance. With the redesign, the approach was to build a new design framework that captures the essence of dance and brings the theater a fresher and modern look. 

The Joyce Theater has garnered a well-deserved international reputation for cultivating and honoring emerging and established dance artists whose work represents a wide range of aesthetic interests. 

Brand Identity, Graphic Design, Packaging, Posters

Design System

The new brand identity of The Joyce Theater used Ogg as logo font and Gotham as text font. The elegant curves and the mixture of roman and italic typefaces of the new logo captured the energy and elegance of dancers. The vibrant and modern brand colors focused on three aspects of The Joyce Theater: energy, diversity and creativity.

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