Created a custom font, apparel, website, business cards, and printed materials for the Dancevibes brand.
LOGOS:
The first logo iterations varied widely. I was designing these while also thinking about their animation potential. I wanted it to be playful but also readable. Even though this was for a dance brand, I didn't want to do the typical "dancer" logo look. So I experimented with shapes and lines.
We decided to iterate on a few designs, but the one with lines pulled through. To pressure test it I wanted to see what would happen as I reduced lines. Would it still be readable? I was pleasantly surprised that I liked the logo with each reduction, and we decided on the logo with the least amount of lines.
Looking at colors, we wanted something dynamic but also representative of dance. Limiting ourselves to 4 colors, each represents a pillar of dance that makes up the DanceVibes format; jazz, afro/latin, contemporary, Caribbean. The brand gradients come from a blend of these four colors (styles).
Since I was already creating a handful of letters, I decided to make the rest of the alphabet in the same style as the logo.
Cards
Swag
Website
