Movement & Sound Dance
Brand Identity & Tagline
About this project:
Movement & Sound Dance, a studio known for its unique blend of fun, positivity, and inclusivity, sought a brand identity that truly reflected their stature and philosophy. Since its inception in 2015, the studio has not only grown in size but also in its distinctive approach to dance. Emphasizing a journey of self-discovery and expression, the studio stands apart in its dedication to personal growth and unity, rather than competition. This project aimed to align their brand with these core values, enhancing their identity to mirror the unique, supportive, and inspiring environment they’ve cultivated.
The aim was to design a fresh, clean look, maintaining consistency with the existing visual identity. Since the studio is already well-recognized for its color palette, turquoise was retained as the primary color, paired with a dark gray to serve as a complementary secondary palette. Additional colors were introduced for flexibility, allowing the studio to designate various dance styles or levels.
The primary logo, a stacked design, pays homage to the original, while the typography embodies joy and dynamism. Turquoise letters lean forward, suggesting excitement and movement, yet their rounded form adds a welcoming touch. Gray characters in a handwritten font emphasize the studio’s value on self-expression. The secondary logo offers versatility in horizontal layouts, and the submark “MOVE” references the previous logo, rendered in an expressive handwritten font. The type palette balances familiarity with the old logo and a minimal, inviting font for body copy, complemented by a genuine, personal handwritten font for accents.
The graphics were intentionally designed to emphasize the core value of self-expression. Dynamic handwritten doodle illustrations are interwoven throughout, providing a vibrant and unique visual language. The centerpiece, however, is the signature graphic collage. This piece functions not just as a striking visual element but also as a versatile and transformative piece of art. It can be adapted into various forms – from an impactful mural to an engaging backdrop, elegant wall art, or an eye-catching website banner. The collage thoughtfully integrates dancer silhouettes from the original logo, each silhouette chosen to represent the diversity of people and dance styles celebrated by the studio. These silhouettes are harmoniously blended with expressive handwritten doodles, the distinctive submark, and carefully selected dance quotes that resonate with the studio’s ethos. This collage is more than just a visual treat; it’s a narrative tapestry, weaving together the studio’s history, its inclusive spirit, and its dedication to the art of dance.
A new tagline, “Where every dancer belongs,” succinctly conveys the studio’s values. It is a clear, direct statement affirming that dancers of all skills are welcome and find community.
This comprehensive redesign captures the essence of Movement & Sound Dance Studio – welcoming, inclusive, joyful, and expressive. Each element synergistically tells the studio’s story, setting it apart in a unique and engaging way.
“Jill’s work is so thorough and she was able to express everything about our business beautifully in our new brand design. We can’t wait to unveil it to our clients! She really understood us – so much so that she was able to create a tagline that lets people know what our business is about and our values, in one short sentence. Amazing!”
— Corey Lozier, Co-owner, Movement & Sound Dance
