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.

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.

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 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.

We are an independent design studio, applying craft and hard work to drive your brand in the right direction.

If you’re interested in working with us we’d love to hear your story.