Dance Concepts' mission is to provide a welcoming and inclusive family environment that's combined with the love and passion for dance. The client wanted a brand that appeals to all children of all ages.

Brand Descriptors: Inclusive + Positivity + Passion

Exploring Ideas. Dance Concepts describes themselves as inclusive, positive, nurturing, elegant, and community focused. They wanted to include the star in the design because it reflects success and vision. To remain gender neutral, they wanted to avoid using a dancer. Using this information, we explored several logo options landing on this final concept.

Creating Solutions. The final logo includes three stars in different sizes to reflect community and diversity. The arc of stars is reminiscent of a tiara and the upward motion shows positivity and success.

Connecting People. Dance Concepts wants all children to feel welcome, so we chose a gender-neutral color palette that would appeal to dancers of all ages. This new brand will connect them to a wider audience of children.

© Scouter Design