Recircus — internal language turned to brand identity system
Client: Recircus
Creative Director & Designer: Kato Trofimova (Hey Kato Studio)
Recircus is a conceptual sub-brand of Upsala Circus — a European contemporary circus working at the intersection of art, theatre, and social practice. The project reimagines circus as a space for bold, experimental expression moving beyond traditional aesthetics into a more conceptual and culturally relevant territory.
The identity is built as a modular visual system that reflects movement, energy, and unpredictability — core qualities of contemporary circus. At the heart of the system is a collection of micro-illustrations. Each symbol carries a specific meaning connected to the values, stories, and internal language of the project's team.
The identity operates as a flexible toolkit of graphic elements that can be combined into dynamic compositions across formats. This approach allows the brand to remain expressive, scalable, and consistent while adapting to different contexts.
The identity is built as a modular visual system that reflects movement, energy, and unpredictability — core qualities of contemporary circus. At the heart of the system is a collection of micro-illustrations. Each symbol carries a specific meaning connected to the values, stories, and internal language of the project's team.
The identity operates as a flexible toolkit of graphic elements that can be combined into dynamic compositions across formats. This approach allows the brand to remain expressive, scalable, and consistent while adapting to different contexts.
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