For the Full Radius rebrand, my team finally decided on a logo for our brand after exploring possible directions for the different types of logos, such as Wordmark/Letterform logos, Pictorial/Character logos, Abstract logos, and Emblem logos. Immediately below is the collaborated final logo design (at the bottom of this blog will be all explored possibilities for logo direction).
Our group consulted with Full Radius Dance's CEO Douglas Scott about the meaning of "Full Radius Dance", to which he replied it refers to two things: 1) The radius of a circle or sphere which is the length of a line segment from its center to its perimeter, which is represented by the spokes of a wheelchair, and 2) Radii are also spokes, or rays, that emit from the center, which tiers back to the FRD mission of exploring "the sweep of the human experience through physically integrated dance, as if to explore the 'full radius' of 'being human'". Based upon his feedback, we concluded that the circular gestural design of the logo symbolizes the graceful, fluid movements of dancers across a dance floor, while the wordmark element of the logo is a serif logo that is elegant, calming, and fluid in structure.
The group created tone paintings to inspire the color, tone, and feel we wish to capture with the brand; the group chose my tone painting to inspire the feeling of the brand, which is reflected in our final logo design and echoes Douglas Scott's explanation of the brand.
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| Tone Painting |
A sample of the approved logo guidelines our team established for the logo can be see in the template I created for our brand manual below mentioned in the previous Full Radius Dance blog.
Below is some of the exploration previously mentioned that led us to our final design. The decision to have our logo be an abstract logo is a strong decision because it allows the public to create emotional bonds with Full Radius Dance without the outside influence of pictorial elements that the public may already have pre-determined associations with that may influence their perception and reception of Full Radius Dance. Our team also decided to drop the word "Dance" from the logo because it becomes too wordy to say as well as creates an elongated wordmark that horizontally dictates the logo structural design.
