D E S I G N E R
C L I E N T
B A C K G R O U N D
VSA's website says: "...create a new identity that would embody their dynamic, unique flavor of jazz-based contemporary dance. The result is a brand expression that is differentiating for the company within local, national and international arts communities and is representative of the sleek, confident, and athletic performances for which RNDC has become recognized."
H I G H L I G H T S
Great integration of each letterform through the center flowing line...quite seamless. Even with the challenge of how to keep that fluid line intact with the R to the N, they used that foot of the R to be the angle portion of the N...a simple but smart solution. Though there is a gap in that central line created by the foot of the R, the designer constructed it so that the viewer's eye completes the space without breaking the rhythm of the line. Excellent balance and proportions from left to right and top to bottom. Feels fluid and free but structured and sturdy. The line weight of the letterforms is pleasant...not too heavy (which is often a tendency...to make things too bold), but not overly thin to where it feels frail. This weight choice also allows it to scale well. Each letterform depends on the other for a unified appearance, but the unique white space left in between each form provides a lot of visual interest.