Working with the brief given and the legacy photo archive, I have developed a set of draft ideas for a new logo suitable for branding Convergence’s new dance studio and their first website. This portfolio showcases the proposed logo presentation document and visuals of brand equities.
Layers of meaning in the Convergence name
In terms of a dance studio the Convergence name implies a place where the teaching of different forms of dance comes together in one place. Characteristically convergence is the idea that in the convergence zone, where different forms of dance meet is a mutual uplifting of all the forms of dance, of students and teachers.
Symbol logo, colour and type
Colour is one of the most important and compelling components of this abstract logo design and typographic design.
The flexible impressionistic logo icon symbolises the layers of ideas bound up in the Convergence name and the ideas of a Dance Studio and a school of Dance in a symbol that is a visually pleasing double-entendré, and strong enough at small sizes to work very well for branding the website.
To create a total brand presence I have selected a harmonious colour family to make up the central element of the symbol, while the brush style handlettered font allows the name to be easily read at a glance.
Type reinforces and expresses the Studio’s personality and identity. The pairing of an energetic, playful, flowing brush script “Indie” contrasts nicely with the clean and well organised, modern neutral font “DIN medium”. Indie is an active and energetic font, it’s elegance brings strong symbolism of the idea of dance to the studio’s name, and the soft roundness of the brushed letters communicates friendliness and approachability.
DIN medium is a modern typeface with strong structure and geometric form. This contrasts well with the elegant flowing style of Indie. Using a bold script font also makes the horizontally condensed name “dense” information that is easy to read. Splitting the logotype into two stories is another means of condensing the long-ish name in a way that makes it easy to read.
Logo design using sound colour principles
The new logo is designed to work well against bright and dark backgrounds, in full colour, and one colour in “line”, (i.e. suitable for embossing) or line and tone. It is also designed with universal principles, reproducing equally well at large and small sizes in print, on the web, and on any promotional items, signage, apparel, stationery, forms, brochures and advertising.
“I am mindful of wanting to create a brand that projects an image of the Convergence Dance Studio that works hard to present a recognisable and unified identity.”
Outdoor signs attract with their graphical imagery while presenting eye-catching looks and content that fits with the overall brand expression.
The visual representation of Convergence Dance Studio is one of the important components in the overall marketing communications mix. The prime central city site in the heart of the rebuilt arts and recreation precinct means that sign graphics will be a key part of the branding that imparts a signature visual presence that makes a strong first impression and is memorable.
Convergence dance studios “we’ve moved” promotional posters
Posters are a form of advertising that’s accessible and quickly developed from the legacy photo archive combined with the proposed new brand equities. I developed this set of draft ideas for promotional / commemorative posters that announce the new site of Convergence Dance Studios in the central city.
The powerful thing with abstract design and art direction for a logo design is that it is not tied down by trying to represent external reality, but rather seeks to achieve its persuasive effect using shapes, colours, composition and textures.
Brand draft concept 2: Radiant/Convergent ‘C’ concept
Draft ideas for Convergence Dance Studios’ branding collected, a range of ideas developed for the brand. The Convergent/Radiant C is an abstract concept that refers symbolically to a stylised tutu viewed from above. The luscious colour blend introduces elements of warmth, youthfulness and fun.
Brand draft concept 2: Optical Convergent ‘C’ concept
The appeal of an abstract op art or optical art design for a dance studio is the sensation of energetic movement by the precise use of pattern and colour, or the way conflicting patterns emerge and overlap.
Brand draft: Three dance styles concept
Brand draft: Ballet shoes converge concept
Brand draft: Convergence of tutus concept
Download the presentation document PDF