elevation dance academy building a brand
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building a brand what is elevation
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developing the mark
7 visual ideas first direction second direction color studies type studies lock up user testings
typography
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corporate identity
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2d-application
29 business cards letter head envelope pocket folder poster brochure web site
3d-application
45 studio interior apparel
4d-application
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what is elevation the first step in the design process is to define the company and their products. The main questions are what is the product? who are the customers? what qualities and values shall be communicated?
product: dance lessons clients: people of all ages, both sexes mostly girls from the ages 6 –20 qualities: professional, friendly values: honesty, hard work, community, friendship, passion these keywords serve as a guideline for all future work dynamic powerful elegant beautiful motivation rhythmic
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developing the mark in order to capture all the company’s attributes and its products it is necessary to try out all possible directions of visualization.
visual ideas
feet and shoes
dance figures
dance figure and ballet shoe
dance figure and musical figures
visualizing dance movements
winged person
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first direction
movement visualization
the second direction was more abstract. i tried capturing dance movements visually. the use of a brush and paint enabled me to make the movements look fluid.
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when you dance you feel like a bird that soars through the open sky – weightless, elegant, loaded with a power you do not see
second direction
development of final mark
other explorations
final mark
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color studies color plays an important role in visual communication as it can express feelings and emotions. but it has to be chosen wisely otherwise in order to communicate the intended attributes.
dynamic powerful
the keywords defined earlier set the basis for the color study. first step was to find colors that express these keywords best.
elegant beautiful motivation rhythmic
as the academy embodies all of these qualities, a mix of the keyword-colors could express them in a more defined way.
possible color combinations
final color scheme
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type studies not very noticeable for a non-designer’s eye, the typeface adds a lot of personality to the mark. it has to be chosen with care.
after comparing all these typefaces and comparing some in combination with the mark, the typeface today shop matches to the academy’s attributes the best.
typeface of the final mark: today shop light, italic
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lock up
final lock up
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user testing what do people associate with the mark? does it fit to a dance academy?
Very
Somewhat
Neither/Both
Somewhat
Very
the semantic testing turned out pretty good. all of the keywords are rated highly.
dynamic passive elegant rough energetic weak motivating discouraging beautiful ugly
professional
clear
person that jumps/flies woman with wings woman with angel wings dancer dove wellness company travel agency/airline beauty company pharmaceutical car brand dance studio/school amnesty group fitness studio for women sporting goods insurance company
amateur
unclear
what does the mark represent?
what does the mark represent?
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typography every typeface has its own character. matching two is like finding a partner for a typeface. people say that couples are either very alike or very different. this applies to fonts as well. they need to dance togther in a perfect pas de deux. either they match perfectly or they define the dance through their diversity.
headline
headline
subheadline
subheadline
body text agna conullumsan ver secte enisl et augue tat adip erilit inibh ea feuisis doloborer si tetuerc iliquatet autat at. in a ex eum quismod el iriliquismod
body text agna conullumsan ver secte enisl et augue tat adip a erilit inibh ea feuisis doloborer si tetuerc iliquatet autat at. in ex eum quismod el iriliquismod mi
caption 1996
caption 1996
akzidenz-grotesk bq light regular
adobe garamond pro regular
the today shop is the type that is looking for its perfect match. coupled with a few different fonts, the myriad pro turns out to fit best
headline subheadline body text agna conullumsan ver secte enisl et augue tat adip erilit inibh ea feuisis dolo borer si tetuerc iliquatet au tat at. in ex eum quismod el caption 1996
frutiger lt std light
headline subheadline
interstate light regular
final typeface combination: today shop, italic and myriad pro, light semi condensed
body text agna conullumsan ver secte enisl et augue tat adip erilit inibh ea feuisis doloborer si tetuerc iliquatet au tat at. in ex eum quismod el iriliquir mincil dolesendiam vulla morsum par caption 1996
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corporate identity in a dance performance all the dancers, costumes, music and the scenery need to come together. they have to harmonize to tell a story. the same can be applied to a corporate identity. the mark, typography, color and images all need to dance together and form a system that is strong, clear, unique and identifiable.
the mark is the main identifier. it has to be readable in extreme scales and characterizes the main attributes of the company.
the mark a lines with the top of the dot of the i and with the space of an m behind the name.
nnm m every time the mark is used it has to have at least this amount of white space around it. at the sides and on the bottom it is the height of an l and on the top it is the height of an i.
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they need to dance togther in a perfect choreography
color scheme
40 60 50 80 20 80
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the main color is purple and black. all other colors may only used in special cases. the web site is the only application that uses the full color scheme.
50 10 5 c
m
y
k
headline subheadline launching text agna conullumsan ver secte enisl et augue tat adip erilit inibh ea feuisis doloborer si tetuerc iliquatet autat at. heading body text agna conullumsan ver secte enisl et augue tat adip erilit inibh ea feuisis doloborer si tetuerc iliquatet au tat at. in ex eum quismod el iriliquir mincil dolesendiam vulla morsum par
typography headline today shop, medium italic subheadline and launching text today shop, light italic heading and capture myriad pro, semi bold semi condensed body text myriad pro, light semi condensed
caption 1996
grid system all applications that use much text need a grid system. the amount of columns and rows can vary depending on the page’s format. the gap between the columns and rows need to have an equal spacing of 2mm though.
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images representing the different kinds of dance styles, both genders and different age groups these images address to a broad range of clients.
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2d-application all applications have a clear and simple structure. this enables the reader to identify the hierarchy of information thus he can navigate better.
business cards every employee can choose an image for the back of his or her business card.
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a clear structure enables the reader to identify the hierarchy of information which simplifies the navigation
letterhead to make it easier while folding the letter the top of the mark can be used as a reference to where the bottom of the page should be folded to.
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letterhead in color first and second sheet
letterhead in black and white first and second sheet
circular letter for reminders or important notices to members
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envelope the shape of the envelope flap echoes the form of a wing. the letterhead is designed for an envelope with a window. this way you an additional labeling of the letter is unnecessary.
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pocket folder the pocket folder represents and advertises the academy. it holds nearly all 2d-applications.
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poster these are powerful images that catch your eye in a second. the scale and the motion makes you want to jump into the air, to dance, to join elevation dance academy.
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brochure this brochure is aimed for new members or members who want to take additional classes. it contains all information you need – the whole class schedule, a membership registration form and instructions on how to submit it.
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web site the web site is the only device where more than just the purple and black and white colors are to be used. the reason for this is that the web site is the only device where you can see deeper beyond the surface of the academy. you can read about the academy’s background, follow news and comments on the blog and see the whole variety of offered activities.
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3d-application
apparel these shirts give you wings. you need to take flight yourself.
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studio interior the purple color gives the otherwise clean and simple environment a warm, more comfortable and energizing feeling to the interior.
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4d-application
animation of the mark the animantion of the mark shall be used whenever the academy will be represented in films on the internet, on television or in dvds.
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elevation dance academy building a brand an identity project diane rosenstock autumn 2010 ohio state university design program jr. studio with dave bull
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