Convergence Dance Studios logo

The line version of the brand mark works really well in black and white.

This is a portfolio of my design development and conceptualising stage for a new logo for Convergence Dance Studios’ first website. I think of this as process as proof of concept. In analysing the logo drafts used in various draft layouts, in mock-ups in different contexts and categories, I try to fit my intuitive sense of the words and the client’s business to what I see. This clinical analysis does not strip me of my artistry, quite to the contrary. It does, however put a sharp point on my ability to state the design problem I have observed and visually show its solutions. I don’t know what I think until I see what I say.

It’s a skill I have learned.

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 makes the name easily read at a glance.

The flowing script adds human warmth to a name that could otherwise, set in a neutral font, have a rather austere and clinical look. Convergence being a name used by e-commerce integration, pharmaceutical and recruitment firms.

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.”

Signs attract

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 studio “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.

Download the Convergence Dance Studios logo presentation PDF

Convergence_Dance_logo_presentation

Credits

Font credit: Indie script, DIN Medium