corporate identity - CDET

History

Consider This have been working closely with The Council for Dance Education and Training (CDET) for the past nine years, utilising existing brand guidelines for all their design, print and marketing requirements. On entering their 30th year they commissioned us to rebrand the organisation, including all sub brands across the variety of services they offer.

Brief

To concept and create a new corporate identity and brand for The Council for Dance Education and Training (CDET). The chosen solution is to be applied across all media, initially introduced to the public through their Guide Book 2009/10 and stationery, then on to design a new website, fact sheets and digital media.

Solution

The brand created plays on positive and negative space, the positive parts of one letter forming the negative parts of another, this technique allowed us to form shapes and blocks that give the logo strength, a sense of space and great versatility for use across all media and sub brands.

The logo itself has to work in many different ways, firstly as a stand alone in its own right and also to represent the many areas CDET cover which include its Accredited and Recognised Schools, Corporate & Applicant Members and its Awarding Bodies. We achieved this using a variety of colours to represent each individual area, alongside naming each sub brand within the positive space of the logo.

Future

The identity has been very well received within the dance and education industries, giving the Council for Dance Education and Training a contemporary, striking new look.

The New CMS website is currently under development and is expected to go live in the Autumn.

The Recognised School scheme is our next priority. Together with CDET we are developing a powerful marketing campaign to register and offer a mark of recognition for all part time, non vocational dance and musical theatre schools working with children under the age of sixteen. Our joint aim is to make it impossible for schools to run without recognised status. Sean Williams, director of CDET says: "A school holding the RS mark will clearly offer much more assurance as to the quality of its service than one without it and we shall be actively encouraging students, parents and carers to ask at the time of enrolment if a school holds the mark and if not, why not. RS is the first stage in the development of a national standard upon which students can rely and to which all pre-vocational dance and musical theatre schools aspire."