Creative Corner Visual Identity
Creative Corner (formerly The Dance Complex) is a 25+ year old central hub of dance, with connections to the New England region and in dialogue with the inter/national dance field.
Based in Central Square, it is home to a diverse range of movers and dancers, reflective of its locale - Cambridge, Massachusetts. The center hosts professional and recreational amateur movers.
The rebranding reflects their new positioning: becoming a creative hub of Boston where people can express themselves through multidisciplinary artistic experiences that has movement at the core.
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* All photography compiled from various online sources.
The final logo concept reflects the movement that is at the core of the center’s mission: the letter i moves away from the rest, serving as a metaphor for the bold and artistic performances that people can experience. The letter "i" becomes thus a window into self-discovery and learning, and it is the foundation of the entire branding system.
The typography is clean and modern, with bold headlines that aim to stir a reaction. The color palette is vibrant, daring with red and magenta working sometimes as rivals to reflect a place full
of energy.
