Quagswag
Dance Studio
To promote a modern dance studio, I designed a new brand identity from scratch, including a new wordmark and color palette.
For the hypothetical ex-classically trained ballet dancer named Josef EinZahn, Quagswag (meaning ‘to shake and fro’) modern dance studio required a brand identity that is sleek, modern, and light, while still feeling lively.
Font Choices
To showcase the dance studio’s brand identity as one that is contemporary and modern while still being fun, I chose sans serif typefaces with fun geometric qualities.
BD Colonius as a title typeface and Fractul Variable Regular felt like a strong pairing, with geometric motifs continued between the two.
Color Palette
To continue building a dance studio identity that’s bold and fun while still maintaining that sleek feeling, I chose colors that felt like a play on an intense combination of black, white, and red.
The powdery pale blue and indigo contrast well against each other from an accessibility standpoint, and the punchy scarlet shade helped contribute to a brand identity that’s more playful and fun than too traditional/classical.
Wordmark
Taking the elements of the typefaces and the previously established color palette, I created the brand’s wordmark with additonal detail.
The earliest version of the wordmark with the title type’s original ‘s’ made for a wordmark that felt difficult to read. To encourage the dance studio’s culture and identity as one that is accessible to an audience that isn’t solely interested in one style of dance, I created a custom ‘s’ on a slant to exchange for this brand’s wordmark.
