Visual Identity Design for a Dance Company
Bernik Ensemble is dedicated to helping young persons learn and use dance and movement to discover, recognize, appreciate and express the light within themselves, while building wholesome community anchored in creative expression. The dance company is a catalyst for change, growth and development in the lives of youth by providing avenues for wholesome self-expression and improved academic focus. This strengthens their capacity to function in society as contributing and productive members, while enjoying success in their personal endeavors. The dance company has become a treasured space of empowerment for young people.
For this project, we were asked to create a logo identity that would hold a wealth of sentimental value to the founder, who started the dance company in honor of her mother’s vision for compassion and serving others. Guided by this idea of compassion and love, we began to develop the main logo icon. And to give further depth and meaning to the icon, we incorporated her mother’s sobriquet, Be, into the logo itself, which was a shortened version of her name, Bernadette. In doing so, we were able to truly satisfy the need to create a mark with deep sentimental value to the founder.
The use of purple in the design was also guided by the brief. The founder wanted an identity that would, even subconsciously, speak to the dignity, poise and success she intended to empower young persons to aspire for, and achieve. Purple is often associated with royalty, dignity, nobility, and ambition, and was the ideal color to use in giving more depth to the visual identity design. The brand’s color palette is balanced, refined, and welcoming to the dance company’s target audience.