Have you, like me, ever had people compliment you on your “cute little hobby” when you tell them you own a dance studio? I became a studio owner at age 19, and this used to happen a lot. Sometimes I would wonder if people had this impression because I wasn’t taking it seriously enough myself. I decided to prove to them—and to myself—that this was a serious business.
In the decades since, I have achieved my goal. I’m most proud of how well my studio has evolved in its professional branding. One of the reasons we have a healthy reputation and attract top clients is because our logo is strong emotionally and visually—it’s true to our values and eye-catching in an oversaturated market. Using professional logos for all our programs results in a cohesive look across the organization.
Consider some of today’s best known companies, like Apple, Nike, Starbucks, or Disney. These companies share one commonality: strong branding. Logos alone can shape the way consumers think and feel about your business (you probably have an impression about the Nike Swoosh whether you recently interacted with their products or not!). All organizations must project their brand out into the marketplace, and dance studios are no different.
Think about your studio’s logo and consider these questions:
- What does the logo say about your business?
- Is it easy to identify among other studios and kids’ activities?
- Does it clearly project what your business offers?
- Is it being used consistently within the walls of your studio, on your apparel, in your print ads, and on social media?
If your answers here are anything but firm, it’s time to refresh that logo and breathe new life into your brand.
Before you declare that changing your logo will be too difficult or costly, keep reading! Companies change their logos all the time, which usually leads to a bump in consumer awareness and engagement. Look at the evolution of Coca-Cola over several decades: it’s been able to modernize and add excitement by adding its own “swoosh” while still retaining that familiar script and red/white theme. In 2021 alone, Burger King, Pfizer, Volvo, and even the CIA changed their logos. And not only did social media giant Facebook change their logo, they changed their business name to Meta; multiple football teams have changed names, logos, and cities! A logo refresh is commonplace and easier than you think.
Step 1: Identify your style
This step is all about brainstorming. Just get the answers out of your head and onto paper!
- What is your preferred design style? Examples include modern, traditional, futuristic, or industrial. Add adjectives like edgy, clean, eclectic, or old school.
- What are your favorite colors? Try to choose anywhere from 3 to 5 possible colors for your logo. It’s beneficial to select at least one dark color such as eggplant, navy, or charcoal gray; darker colors can be particularly useful for accenting letterhead or similar templates.
To get ultra clear about styles and color combinations you like, try building a Pinterest board and fill it with branding designs and logos that stand out to you. This is a great way to pinpoint nuances in your preferences that you may not have noticed before.
Step 2: Identify how you’ll use your logo
Once you have a clear picture of your style, consider how you will use your logo. A versatile shape, such as a square or circle, provides flexibility for different applications. For example, a logo that looks good when shrunk to a very small size works well on business cards and social media profile photos. A square-shaped logo fits well on t-shirts, as well as inside the circle of most profile images and in the corners of photos and flyers. No matter the color palette you’ve chosen, it is always a good idea to have a one-color version of your logo too. Single-color logos are usually black or white and serve well as a watermark, as well as on promotional items where one-color printing is most cost-effective.
Step 3: Hire a professional designer
Branding is one of the most important investments you can make in your business; your logo is the first thing people notice and even what they’ll wear once they become a student! Unless you’re a graphic designer by trade, hire a pro for this job. A professional graphic designer can provide branding guidelines, multiple file types and resolutions, transparent background on your art, one-color and multi-color versions of your logo, secondary vertical and horizontal logo designs, letterhead graphics, and more.
Communicate your studio’s professionalism with a well-thought-out logo, and show the world your “cute little hobby” is a credible business.
