TLDR Tech / Design
Keep it movin': FLUORO®'s dynamic visual identity for Scottish hard dance label Doof
Hannah Laing's label and event series Doof has teamed up with Fluoro on a dynamic new identity that captures the energy of hard dance while evolving beyond its underground roots. The rebrand introduces a more kinetic, onomatopoeic logotype and a movement-led visual system of pulsing graphics, gritty textures, and after-dark tones, spanning stage visuals, festival posters, and apparel. Rejecting minimal “techno-goth” trends, Doof positions itself as bold, inclusive, and community-driven as it grows within the UK dance scene.
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