Since 2019, Minor has been a home for those shifting between invisibility and hypervisibility. The international booking agency operates under the ethos of ‘authenticity in flux’—a guiding thread shaping its decisions, artist strategy, and contributions to the music scene. At Minor, creativity is always in motion—never static. It’s a refusal to compromise, a celebration of contradiction. The most human thing of all.
The new identity reflects this fluidity: an image-first design system merging an evolving organic logo, an earthy color palette, and a futuristic font into a lively visual language. It amplifies Minor’s forward-thinking ethos—embracing change, elevating diverse voices, and challenging the status quo while balancing authentic artistry with the rigid demands of the fast-paced dance industry.
