Programme Booklet for a Dance Studio

The La Ber­linesa dance stu­dio already had a con­cise name com­posed of the owner’s name and the stu­dio loc­a­tion but still lacked an equally dis­tinct­ive cor­por­ate design. The pro­gramme folder for Winter/Spring 2011 offered the per­fect oppor­tun­ity to cre­ate a cor­por­ate design that por­trays the eleg­ant and classy style that dis­tin­guishes the stu­dio and the teach­ing team from their com­pet­i­tion. Yet it also emphas­ises their subtle diversity in per­son­al­it­ies and styles from con­cise over frisky to sen­sual thus tar­get­ing a wider audi­ence with regard to urban dis­trict and age.

Many thanks to the pho­to­graph­ers Ishka Mishocka (page 1), Uggi Kaldan (page 2), Tor­sten Moebis (page 3), and Jonas Zadow (page 4) for the beau­ti­ful images.

This pro­ject is part of the com­mon cor­por­ate design for two affil­i­ate busisses, the Ber­linesa dance stu­dio and Trip2tango. Their cor­por­ate designs both have a com­mon logo ele­ment (the “TANGO” let­ter­ing) and com­bine b/w ele ments with only one high light or back ground col­our for a refined appear ance. They both share the same two font fam­il­ies — one fresh and human in a dis­creet way, the other more clas­sical and musical — but still have dis­tinct typo­graph­ical styles: The travel product line has a lighter news paper style remin­is­cent of the fresh air you breeze at a beau­ti­ful new place and the pleas ant anti­cip­a­tion of the trav­el­ler set­ting out. The Ber­linesa line in con­trast is more per­sonal and pro­found pic­tur­ing the depth of the tango experi­ence as well as the owner’s per­sonal ded­ic­a­tion to the stu­dio and the dance.