Oriente Occidente
Oriente Occidente is a cultural association that believes in the practice and culture of dialogue, building networks of relationships through the language of dance, which by definition transcends boundaries of language, ethnicity, gender, age and culture.
With a visionary outlook and a pursuit of excellence, it is a bridge between east and west, north and south, form and content, ethics and aesthetics, past and future.
The brief
We were asked to redesign the Oriente Occidente brand. The association had a historic logo, created in 1981 by Italian designer "Duilio Martinis," which they were very attached to and didn't want to overhaul, but they also knew their overall branding had some gaps. There was no consistent style tying all their communication together, and they needed a brand book with guidelines to create a unified vision of their visual universe, along with a clear message to share all their projects with the world.
The solution
Cantiere Creativo was asked to create a brand identity reflecting Oriente Occidente's vibrant vision and capturing its spirit.
The new identity has the range and flexibility to feel at home with every kind of performing art: it can be exuberant and creatively playful, or smart, serious and institutional when needed. The geometric shapes derived from simplifying the logo are the unifying symbol across all platforms and brand expressions, from posters and show materials to animated digital ads and social media. The shapes can be reconfigured to perform within the layout and interact with photography, or become a frame for images. The identity can also serve as a surrounding structure for the graphics of individual shows.
*These mockups are for illustrative purposes only and do not represent actual events scheduled for the 2023 festival.
