The Dance Inn rebranding

The Dance Inn, a reputable dance school located in Lexington, Massachusetts for more than 30 years, came to me a year prior to their 30th anniversary for help refreshing their visual identity.

The logo design, the first step in the rebranding process, is a simple word-mark that embraces a subtle exclamation. It captures the energy of the institute’s vibrant population and makes a visual statement regarding the institute’s dedication to quality dance education. Since 2011, I have been working closely with the institute to expand a brand system that includes a logo suite, stationery, color palettes, and guidelines on typography, grid system and the use of dotted patterns as graphic elements. We have produced studio door and window signs, posters and flyers, web and printed banners, as well as tank tops and jackets in the new brand, which had all came together nicely to create a cohesive new look.

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