The thinking brand


Hybridity, superdiversity, synthesis. Key words that informed the creation of a sophisticated brand


When Diversity Dance became Balbir Singh Dance Company, the rebrand was an opportunity to do much more than simply flag up a name change.

The new name was part of a fundamental refocussing of the company on the centrality of artistic director Balbir Singh’s personal creative vision. So a brand was built that could capture this.

The new brand mined Singh’s highly personal notation system, his eclectic references to other artistic and literary disciplines and his quest to synthesise classical Indian and modernist western traditions.

This was dance to think about as well as to enjoy. And the brand made this clear.

To coincide with the new brand’s launch a flagship publication was produced. This took the form of a paperback book in a modernist style that recalled the heyday of Penguin’s non-fiction paperbacks.

The publication, written by David Andrassy, discussed Balbir’s creative influences in the context of ‘superdiverse’ twenty first century Britain.

The inclusion of this kind of social and artistic commentary as part of the brand’s articulation helped situate the company as thoughful, enquiring and intelligent.

Similar discursive texts have become a common feature of subsequent applications of the brand. As a result, Balbir Singh Dance Company is now widely recognised in dance circles, as much for its artistic director’s interrogation of the artform as for the company’s sophisticated dance offer.

1 comment

  • Balbir Singh
    Balbir Singh Thursday, 08 January 2015 12:24 Comment Link

    Working with Andrassy Media has had a significant impact on the development of Balbir Singh Dance Company, and the many publications and print material we have collaborated on have been of a very high quality not only look and feel wise, but design and content.

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