Rebrand concepts for the iconic Alvin Ailey American Dance Theater.
-
Role:
Creative Direction
& DesignDesign & Direction:
Sophia Yeshi
Design:
Sarah Fuchsia
Agencies:
Sardine Academy
Retrospect Studios
Project leads:
Mark Frankel
Quinnton J. Harris
Background
Renowned globally, the Alvin Ailey American Dance Theater stands as a beacon of artistic brilliance. Since its inception in 1958, it has redefined modern dance, fusing culture, and emotion on stages worldwide.
The challenge
Ailey aspired a new identity that blended forward-thinking aesthetics with a nod to its rich cultural heritage, while also meeting a wide array of needs for a growing brand.
Example of archival materials
The new identity
The transformative shift to "Ailey" in the new wordmark enhances clarity, offering a compelling opportunity for heightened name recognition and equity.
Brand architecture
The minimal logo effortlessly extends across diverse initiatives, maintaining a unified brand architecture that meets each project's unique demands with consistency and versatility.
Manifesto
Derived from an Alvin Ailey quote, the "Truth in Motion" phrase is heightened strategically to act as a powerful manifesto alongside the Ailey brand.
Campaign
The brand identity effortlessly adjusts to dynamic seasonal campaigns, maintaining a cohesive presence.
See more
Design
Portraits
Art