Sadler's Wells . Northern Light Bespoke typography + identity

Sadler's Wells is the UK's leading dance house, uniquely dedicated to bringing the very best international and UK dance to London audiences.

Northern Light is a season of Nordic dance performances covering various styles originating from many geographic locations including Sweden, Norway, Finland and Denmark. Superfried were briefed to develop a brand identity and marketing literature for the season. Such eclectic content meant a photographic route was not practical. Consequently the brief requested a typographic approach.

The name led to obvious ideas of light and energy, both apt for the subject matter. At 13 characters long, the bespoke lettering was arranged in a vertical orientation which eluded to great height and the natural phenomenon. To convey an essence of light/ energy an angled shard device was utilised to style the typography, images and copy throughout the marketing literature.