Logo Design • Rebrand • Marketing Materials
Sugar Swing Ballroom is an Edmonton-based dance studio and event venue. When the business turned 12 years old, Sugar swing wanted a total rebrand. The image on the left was their old logo, and the image on the right is the new one.
The “S” is stylized to take on a vintage, art deco look from the swing era. The diagonal lines represent the floor boards of a sprung dance floor, which is an iconic feature of any great ballroom. The “S comes from a circle, making it “S” functions as a useful standalone mark that can be used on merch or other promotional materials.
To start things off, I created a new logo and overall aesthetic we could apply to all marketing media. The client wanted the new look to more accurately reflect the ballroom’s high regard for the swing dance era (1920’s-40’s), vernacular jazz, and live entertainment. The main inspiration was Harlem’s Savoy Ballroom — an elegant venue that was also lively and welcoming.
The new logo was followed by a host of updated marketing materials. I designed new mailout postcards, bi-fold business cards, posters, stationary, enamel pins, web banners, and a suite of Facebook and Instagram ads.
