New Work: ARGS Dance logo design

I was commissioned to redesign the ARGS Dance logo. The criteria was to utilize an androgynous figure that doesn't imply a specific type of dance and exhibits movement. I began with various reference photos of the dance students that focused on movement via long exposures. Above is the first - somewhat working - manifestation of the logo. Garamond seemed like the best typeface to compliment the figures. It has serifs that are reminiscent of a human being's arched foot.

Since the logo's quality at smaller scales would probably be mediocre - due to a loss of detail - I chose to isolate one of the figures.


After speaking with some of the dance students; I began to redraw the chosen figure multiple times. Their main concern was that the figure was just "a little too abstract." Above exhibits a progression from abstraction to a more satisfactory version (I spared you the multiple versions and narrowed them down to three).


This is the close to final version of the logo. I am currently working with the legs by implementing alternate poses and directional strokes. The type is also being reconsidered in placement and image to type ratio. The above version might stay the same or change slightly. Any changes will appear on this blog.