Performance Ballroom Dance Connection is a Scottsdale, Arizona based dance studio owned by competitive ballroom dancer instructor, Brian Lavelle. The brief was to design a logo for the company which represents ballroom dance, but doesn't feel dated as so many dance studio logos are.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/a6869e252bd0caa85eebb66b663bdc9a/0b3c4eaa-4155-46fb-b61c-f94a3fe85ef6_rw_1920.jpg?h=695e999b39278af1f8762c48e222e99e)
Brian Lavelle wanted the movement of dance to be obvious in the logo, dispelling the common misconception that ballroom is always a slow wedding style of dance. He also thought that it might be wonderful to incorporate his history as a competitive dancer into the logo icon.
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/a6869e252bd0caa85eebb66b663bdc9a/3bdfcb2c-5b7e-416d-8622-d43599eea2e3_rw_1920.gif?h=f618a895226673d3c4c0fb0ea18206ef)
An icon was created in his image, and the creative experimentation began!
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/a6869e252bd0caa85eebb66b663bdc9a/7821f918-4c51-460e-9cdf-71d17a40fe47_rw_1920.jpg?h=fabea417f55af8540dbb7dc4c54e6c9c)
Finally, the below concept was conceived, demonstrating strength and movement through the font choice, and the excitement of the dance style through the icon.
![](https://pro2-bar-s3-cdn-cf4.myportfolio.com/a6869e252bd0caa85eebb66b663bdc9a/f5250079-3db2-4bee-a3e8-935a87965987_rw_1920.jpg?h=11a9d85d652fc4f58ecab04e2bccc0e6)
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/a6869e252bd0caa85eebb66b663bdc9a/4e9bb792-1781-47ff-ac89-9c1a9251bc87_rw_1920.jpg?h=28387171ea63712aa879c4372839fe10)
![](https://pro2-bar-s3-cdn-cf4.myportfolio.com/a6869e252bd0caa85eebb66b663bdc9a/f1c77af2-4ad6-442a-95f4-f8c3d4ba0c07_rw_1920.jpg?h=04212642f846bae866f174d4ce0078f2)
The logo was applied to business cards, t-shirts for teachers and enthusiastic students, and finally a pull up banner for the many dance events throughout the year.
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/a6869e252bd0caa85eebb66b663bdc9a/bb5ce204-d322-47c3-832f-8de82f6ae91b_rw_1920.jpg?h=c0f1daf4876dd23bd589448a911029b0)
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/a6869e252bd0caa85eebb66b663bdc9a/4d9927a5-bb4a-4d16-a605-f6c32f9865b7_rw_1920.jpg?h=ff51ee06a460388ab022438c18e2385c)