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.
