My dance partner and I teamed up and we wanted to create a club system for students taking lessons from us. We also wanted to provide additional benefits for students we were coaching, not just teaching.
My name starts with a Z and my partner's name starts with an A. To put those letters together in french produced "Z et A" and that's how our name "Zeta" was born.
We created Club Zeta for all our students, and Team Zeta for the competitive couples who we were coaching.
Zeta needed a mark. We started sponsoring collegiate ballroom competitions and the biggest struggle was finding a consistent visual voice in our sponsor materials.
The main communication goal for the mark is the dual nature of Zeta.
Duality is seen by the teaming up between my partner and I, the club and team, the partnered nature of ballroom dancing.
The aspect of having a club and a team under Zeta suggested that the mark needed to be flexible enough to exist as variations of a system.
As a part of flexibility, I wanted to make sure the mark would be recognizable in single-color situations, and that both the logo mark and the wordmark can work on its own.
