WEN DY GIB BS CIRCULAR IDENTITY CONCEPT GUIDE

WEN DY GIB BS CIRCULAR IDENTITY CONCEPT GUIDE

CONTENTS Re-brand 2017 BACKGROUND INFORMATION 3 LOGO EQUITIES 6 APPLICATION METHODS 21 inspiration behind the concept name primary logo positive/negative logo colour palette icons typography print media digital media other

BACKGROUND INFORMATION

INSPIRATION This proposal comprises of a re-brand of the Wendy Gibbs School of Ballet dance school that I have attended since I was nine years old. Dance is something I hold very close to me as it has allowed me to express my feelings both physically and mentally. Dance is a performance art form, and is an expression of feelings, symbolism and movement. Rhythm and dance have been closely linked in practice and history and is an infinite source of movement. The figure 8 symbol symbolizes infinity, and represents 8 different dance styles the Wendy Gibbs School of Dance offers to its students. page 4

BEHIND THE CONCEPT The circular concept reflects the binary of the versatility of movement as well as its free flowing nature of dance. The figure 8 symbol can be linked to the infinity symbol that reflects never ending possibilities, as well as a reflection of the 8 various dance styles the Wendy Gibbs School of Dance has to offer. This design concept is a dynamic identity that holds a systematic process for identification, as each style of dance has its own unique colour that is individually painted. Due to the concept s infinite nature, every sub icon is different yet still holds a system of recognition and structure. Each dance style is reflected through the circular objects to create the infinity or figure 8 symbol. These icons are diverse within themselves and display a dynamic system that constantly vary in size, yet still reflect the overall logo design, page 5

LOGO EQUITIES

PRIMARY LOGO The primary logo is used to represent Wendy Gibbs School of Dance as this dynamic identity carries the notion of movement. This configuration can be manipulated through a range of forms and colour layering that can still be recognized by its audience. WEN DY GIB BS page 7

POSITIVE/ NEGATIVE Positive and negative versions of the logo design illustrate the versatility of positive and negative methods that can be applied to design. These methods allow a highlight of colour that the Wendy Gibbs School of Dance design implements with each dance style, especially when used in conjunction with photography. WEN DY GIB BS page 8

COLOUR PALETTE Colour in design highly subjective as colors have an extraordinary ability to influence emotions, mood, and perceptions. Colour can attract attention, both consciously and subconsciously which plays a major role in the correct reflection of the Wendy Gibbs School of Dance brand. PANTONE PANTONE C=0 M=95 C=75 M=100 Orange symbolizes the versatility and edginess of modern. Light purple symbolizes the softness and emotive state of lyrical. Pink symbolizes the elegance and femininity of ballet. Dark purple symbolizes the strong character of strength and conditioning. Blue symbolizes the fluidity of hip hop. Burgundy symbolizes the origins of jazz. Turquoise symbolizes the calmness and relaxation of pilates. Red symbolizes the loud and dramatic movements and feeling of excitement of Tap. P 40-8 C PANTONE P 115-8 C P88-5 C PANTONE P 77-14 C T=20 K=0 PANTONE P 124-5 C T=0 K=0 PANTONE P 48-8 C page 9

ICONS The icons are an extension of the circular design that symbolizes the 8 different dance styles the Wendy Gibbs School of Dance has to offer. Each dance style has its own unique colour for differentiation, and act as a representation of the particular dance style. BALL ET LY C YRI CBALL JAZ Z MODE RN WG WG WG WG TA P PILA TES HIP HOP STREN GTH WG WG WG WG page 10

TYPOGRAPHY The typography used in the primary logo as well the body copy used in promotional material is Brandon Grotesque. This font was influenced by the geometricstyle sans serif faces that were popular during the 1920s and 1930s. The idea of circular patterns can be related to the figure 8 symbol that holds two geometric symbols that are linked together. The notion of infinity is carried throughout the circular identity. Brandon Grotesque holds a functional look that is thin yet holds black weights as its small x-height that restrains its form however provides a distinctive elegance that style of dance can reflect. ABCDEFGHIJKLMN OPQRXTUVWXYZ ABCDEFGHIJKLMN OPQRXTUVWXYZ page 11

APPLICATION METHODS PRINT MEDIA

PRINT MEDIA Print media transmits information via physical objects and is a great way to physically showcase design in the palm of the readers hand. The branding system of the Wendy Gibbs School of Dance can be applied to many forms from small to large scales such as business cards that allow a road map to opportunity and are the most effective direct marketing tools. Business cards are the first impression of the brand system that is also a continual networking method in its self. The Wendy Gibbs School of Dance design has been applied to business cards as a visual representation of a systematic design that holds structure and highlights each dance faculty. Promotional posers were also created to be used for print and social media posts for Facebook and Instagram. page 13

page 14 Collateral of logo and faculty

WEN DY GIB BS ELLA WICKS Jazz Faculty +614 46 77 77 77 jazz@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW WEN DY GIB BS ELLA WICKS Ballet Faculty +614 46 77 77 77 ballet@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW WEN DY GIB BS ELLA WICKS Modern Faculty +614 46 77 77 77 modern@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW WEN DY GIB BS ELLA WICKS Pilates Faculty +614 46 77 77 77 pilates@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW WEN DY GIB BS ELLA WICKS Lyrical Faculty +614 46 77 77 77 lyrical@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW WEN DY GIB BS ELLA WICKS Hip Hop Faculty +614 46 77 77 77 hiphop@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW page 15 WEN DY GIB BS ELLA WICKS Tap Faculty +614 46 77 77 77 tap@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW GIB BS WEN DY ELLA WICKS Strength Faculty +614 46 77 77 77 strength@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW Business Cards

page 16 Business Cards

page 17 Business Cards

page 18 Promotional Posters

page 19 Promotional Posters

page 20 Promotional Posters

page 21 Instagram Post

APPLICATION METHODS DIGITAL MEDIA

DIGITAL MEDIA Digital marketing is a great method to influence the user as social media optimization generates valuable publicity. The Wendy Gibbs School of Dance circular concept is applied to social media as a method of marketing to its target market. The follwing pages represent the brush stroke concept applied to a Facebook page, Facebook advertisement - that is seen from a news feed from desktop and mobile perspectives, as well an Instagram account. page 23

page 24 Facebook Page

page 25 Instagram profile

Instagram post page 26

APPLICATION METHODS OTHER

page 28 Door signage sticker