case study
real smiles dance
Real Smiles Dance is an online dance company made specifically for kids and adults with disabilities. It’s an online platform with a catalog of dance tutorials and weekly Zoom dance parties that is high energy, upbeat, and contagiously positive.
contagiously positive
When sitting down with Cody from Real Smiles to discuss what a logo system could look like, it became clear that the words “contagiously positive” described the brand well. Built on joy, positivity, and fun, the challenge of this project was to create a logo that matched the energy of the brand that had already been established.
the logo
After 10 unique logo concepts to start with, we narrowed them down quickly to a final logo that showed what Real Smiles Dance was all about.
This high energy logo features a jumping and dancing mascot character that is made out of a secret “R” for the arms, and an “S” for the legs. The logo features organic, hand-drawn shapes for the mascot and lettering along with dancing lettering that couldn’t be contained to a straight line.
Some of the letterforms are merged with the aim to communicate connection and friendship while giving the whole logo a feeling like someone has just released an explosion of confetti. Topping it off with the mascot’s huge smile ensured that this logo would be as contagiously positive and energetic as the brand itself.
a flexible system built to work anywhere
Knowing that the logo needs to work well across a variety of platforms and mediums, it was important that the logo could scale cleanly and work on anything from merch, and conference signage to digital applications like social, the Real Smiles app and the website. The logo package include a variety of layouts created to accomplish this with stacked, horizontal, logotype and logo mark variations in the primary logo set. For the supporting logo set, we created a badge style, a simplified version, and a miniature version for smaller applications.
