Velocity Dance Studio
My Roles
Graphic Designer
Tools
Adobe Illustrator
Figma
Project Timeline
Two Weeks (January 2018)
About
In HCDE 308 (Visual Communications), I was prompted to refine Velocity Dance Studio's brand identity and provide a new set of guidelines for visual communication. Before the redesign, the modern contemporary dance studio lacked cohesion, consistency, and aesthetic pleasure in its branding.
Project PDF
This elegant and clean-cut brand guide reflects how Velocity Dance Studio would like to be perceived. The guide consists of client communication goals, logos, icons, color schemes, typography, and a mobile UI flow.
Primary Logos
Design Rationale
Velocity’s Logo serves as a representation of our desire to advance contemporary dance and movement-based art by investing in artists’ creative exploration. The wordmark and brandmark can be used independently, or concurrently.
Our logo was designed to embody Velocity’s societal movements within the community and graceful movements through dance. The elegance of contemporary dance is illustrated by the serif wordmark as well as the smooth continuous linework that outlines the dancer. Additionally, the forward-facing dancer paired with the italic treatment of the wordmark symbolizes the progressive, dynamic, and avant-garde culture that Velocity strives to maintain.
Secondary Logos
Design Rationale
The hand-drawn style of our secondary logo emphasizes the personal values of the brand and represents the natural expression imbued within dance. Our brandmark illustrates the naturality and elegance that contemporary dance embodies through simple line art. The dancer in the box represents an artists performing in front of a mirror. Our artists’ goal is to help the audience see the beauty in dance the way they see it. If we watch the dancer through the mirror, we can begin to understand how they see themself and how they perceive dance. Whether our secondary logo is on apparel or flyers, the brandmark is designed to be memorable and easily recognizable.
Document Design
Design Rationale
On business cards, the ribbon twirling dancer can be positioned on the right hand side of the wordmark. The ribbon should be slightly cut off by the bottom edge of the card.
The ribbon attached to the dancer embodies how dynamic and fluid contemporary dance is. Viewers can follow the ribbon from the top of the card, through the logo, and to the body of the dancer. The illustration is designed to flow through the document without interrupting the content.
Color Palette
Design Rationale
Velocity is represented by the analogous colors, Poppin’ Purple and Punch Pink. Modern contemporary dance has elements of fluidity which is reminiscent of cool hues, however, it is very dynamic which calls for a warmer tone. We deduced that the warm-toned purple would perfectly represent our graceful, but energetic studio. Our purple is used as the main color for navigation bars and background elements. In our mobile app, it is used as a background to differentiate body content from headings.
Punch Pink is a color that brings vitality and passion to our brand. In contrast to our purple, the bright hue brings nothing but liveliness. Pink is primarily used for accenting, but can be used as a background if the opacity is changed to 70%. When Poppin’ Purple and Punch Pink are paired in a gradient, Velocity’s identity is fully expressed through color. The purple side of the gradient represents grace, distinction, and sophistication, where as the pink side represents vibrancy, exuberance, and movement.
Black and white are used for backgrounds, text, iconography, and logo design. On mobile, grey is used to depict inactive elements on the page. Grey can also be used as a background.
Mobile UI Flow
Design Rationale
On Velocity’s website, donating money is overcomplicated. To improve the donor’s experience, I made the interaction more engaging, simple, modern, and aesthetically pleasing. By splitting the form into three distinct steps, the user’s progress is more accurately communicated, which mitigates information overload. I leveraged figure-ground by using a drop shadow on the radial slider to communicate that the elements is movable.