Dub City Bhangra

Rebranding a dance team

Role

Graphic Designer

Team

Arsh Saroya, Adam Mirza

Timeline

August 2017

The brief

The Dub City Bhangra dance team tasked me and Adam with creating a new logo that would reflect the team's switch from a folk dance style to a modern one. The team also planned to change their name to Legion of Bhangra, though eventually they decided to stick with the original name. We were asked to include the Space Needle to maintain ties to Seattle, the team's hometown.

Sketches

We created moodboards based on the new team name, Legion of Bhangra, which inspired me to create bold, regal marks that still look modern. Adam and I individually sketched out a variety of concepts and presented the best three to our clients. With their feedback, we moved forward with a crest-based design.

First draft

Next, we each vectorized our take on the crest concept and presented our marks to the client. My Jetsons-inspired mark complements the boldness of the team name, while remaining sleek and simplified.

Second draft

Then, Adam and I individually refined our concepts further. In draft two, I created colored versions of the mark and refined typography. I based my palette on colors associated with bhangra as well as Seattle.

Final mark

The final mark was delivered in four color schemes with lockups of the mark and type in multiple layouts. We also presented mockups of the mark applied on clothing for context and potential team apparel.

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