BRUSH STROKE 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 offers to its students. page 4
BEHIND THE CONCEPT The paint brush stroke 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 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 stroke is different yet still holds a system of recognition and structure. Each dance style is reflected through the layering of strokes to create the infinity or figure 8 symbol. page 5
LOGO EQUITIES
PRIMARY LOGO The primary logo is used to represent Wendy Gibbs 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. WE G I page 7 Logo Stacked Logo Landscape Logo Stacked Scho Logo Landscap
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, especially when used in conjunction with photography. WE G I page 8 Logo Stacked Logo Landscape Logo Stacked Scho Logo Landscap
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
The icons are an extension of the circular design that symbolizes the 8 different dance styles the Wendy Gibbs has to offer. Each dance style has its own unique colour for differentiation, and act as a representation of the particular dance style. page 10 MODERN HIP HOP JAZZ TAP BALLET STRENGTH LYRICAL PILATES ICONS
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 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 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
ELLA WICKS Jazz Faculty +614 46 77 77 77 jazz@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW ELLA WICKS Ballet Faculty +614 46 77 77 77 ballet@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW ELLA WICKS Modern Faculty +614 46 77 77 77 modern@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW ELLA WICKS Pilates Faculty +614 46 77 77 77 pilates@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW ELLA WICKS Lyrical Faculty +614 46 77 77 77 lyrical@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW ELLA WICKS Hip Hop Faculty +614 46 77 77 77 hiphop@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW page 15 ELLA WICKS Tap Faculty +614 46 77 77 77 tap@wgsod.com wendygibbsschoolofdance.com 376 Port Hacking Road, 2229 Caringbah NSW ELLA WICKS Jazz Faculty +614 46 77 77 77 jazz@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 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