DANS Identity

DAN'S is a moving identity designed for a dance school based in London. The shifting logotype was created using the variable font technology. Every letter was drawn in 2 weights, light and bold with two types of width – condensed and expanded. In total 4 versions of each letter. That way the identity comes alive and it starts dancing.

The identity symbol thickness had to match that of the D symbol in different compositions. Using the variable slider the thickness of the vertical strokes of the letters can easily be matched to the thickness of the white contour inside of the D symbol.

The logo usage is wast and small labels were taken into account where the recommended version is slightly wider and ticker.

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