BRAND IDENTITY GUIDELINES
TABLE OF CONTENTS 2 BRAND STORY
12 COLOR PALETTE
5 Primary Logo 6 Alternate Logo 11 Four Pillars Logos
1 BRAND STORY EXPLANATION OF OUR BRAND IDENTITY
JOY OF MOTION DANCE CENTER was founded in 1976 on the principle that
Dance is for EveryoneTM. Our brand identity conveys this core belief through the use of vibrant, gender-neutral colors, modern and playful typefaces, representation of all types of people in our marketing materials and on our website, and a personable and colloquial brand voice. The brush stroke motif in our brand identity represents creative movement. A paintbrush moves through space to make an artistic mark the same way that a body moves through space to creatively express itself. For over 40 years, Joy of Motion has served the DMV area by providing high-quality dance education to students of all ages, races, genders, skill levels, and incomes. We aim to communicate this through our brand identity.
2 LOGOS LOGOGRAPH & LOGOTYPE, CLEAR SPACE, VARIATIONS, PILLAR LOGOS
2 LOGOS PRIMARY LOGO Joy of Motionâ€™s logo represents the marriage of artistic expression and professionalism.
The brush strokes represent creative movement, while the logotype clearly states our name and exudes a sense of sophistication and quality. The colors represent the organization as a whole and the four parts that make up the organization: Dance Institute, Community Dance School, Motion Exchange, and Center Stage. The primary logo should only ever appear in the colors in which they occur in this branding guide.
LOGOGRAPH CLEAR SPACE
2 LOGOS VARIANTS OF PRIMARY LOGO These are variants of the primary logo that are to be used when the situation calls for it, such as when the background image matches a differently colored logo better than the multi-colored logo.
MONOCHROME PRIMARY LOGOS
BLACK + WHITE PRIMARY LOGOS
2 LOGOS ALTERNATE LOGO This is the alternate logograph and its variants, for when a symmetrical logo suits the design better than the primary logo, which is not symmetrical.
ALTERNATE LOGOGRAPH CLEAR SPACE
2 LOGOS VARIANTS OF ALTERNATE LOGO These are variants of the alternate logo that are to be used when the situation calls for it, such as when the background image matches a differently colored logo better than the multi-colored logo.
MONOCHROME ALTERNATE LOGOS
BLACK + WHITE ALTERNATE LOGOS
2 LOGOS FOUR PILLARS LOGOS Joy of Motion Dance Center is composed of four departments which are referred to as the four pillars of Joy of Motion. They are Dance Institute, Community Dance School, Motion Exchange, and Center Stage.
FOUR PILLARS LOGOS
Any communication materials relating to one (or more) of the four pillars should have the respective logo somewhere on the piece.
BLACK + WHITE FOUR PILLARS LOGOS
3 COLOR PALETTE PRIMARY PALETTE & EXTENDED PALETTE
3 COLOR PALETTE PRIMARY + EXTENDED PALETTE The Joy of Motion colors are very important to our brand identity. The distictive color palette makes our communications recognizable as our own. The colors are bright, friendly, and gender-neutral to represent our values and personality as an organization. One or multiple of these colors are to be used on all Joy of Motion communications. All colors are acceptable for use, although Joy of Motion Blue or the relevant pillar color is preferred. Communication materials for a specific pillar should prominently feature the corresponding color.
PRIMARY COLOR PALETTE
JOY OF MOTION BLUE CMYK RGB HEX HSB
81, 72, 0, 0 75, 90, 168 #4B5AA8 230, 55, 65
DANCE INSTITUTE TEAL CMYK RGB HEX HSB
79, 21, 24, 0 3, 156, 181 #039CB5 187, 98, 70
COMMUNITY DANCE SCHOOL GREEN CMYK RGB HEX HSB
62, 0, 46, 0 92, 193, 162 #5CC1A2 160, 52, 75
MOTION EXCHANGE LIME GREEN CMYK RGB HEX HSB
29, 0, 70, 0 189, 217, 117 #BDD975 76, 45, 85
CENTER STAGE YELLOW CMYK RGB HEX HSB
8, 0, 71, 0 240, 236, 110 #F0EC6E 57, 54, 94
EXTENDED COLOR PALETTE
ACCENT ORANGE CMYK RGB HEX HSB
6, 21, 67, 0 239, 199, 110 #EFC76E 40, 53, 93
ACCENT RED CMYK RGB HEX HSB
2, 71, 46, 0 237, 110, 113 #ED6E71 357, 53, 92
4 TYPOGRAPHY TYPEFACES & PROPER USAGE
4 TYPOGRAPHY TYPEFACES + USAGE Joy of Motion uses Quicksand Regular or Medium for body text, and either Quicksand any weight in all caps or Futura BT Extra Black in all caps for headers. Other typefaces may be used in social media images where appropriate, for example in a “Happy Holidays” post or a post promoting a specific class or workshop. Different typefaces may be chosen at the graphic designer’s discretion.
FUTURA BT EXTRA BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 QUICKSAND BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 QUICKSAND REGULAR ITALIC
5 IMAGERY TYPES OF IMAGES, PHOTO TREATMENT
5 IMAGERY TYPES OF IMAGERY Joy of Motion primarily uses photos in communications materials, though illustraion is sometimes used as well. Both completely colorized photos and colorized photos in which the dancers retain their original colors are acceptable. Photos may be colorized with either a single color in the color palette or a gradient with multiple colors. Illustrations should always include brushstrokes or elements that look hand-drawn, in keeping with Joy of Motionâ€™s brushstroke motif.
EXAMPLES OF IMAGERY