Rebranding SDDA: A Concise and Original Corporate Identity

Creating a Unique Logo with Cultural Significance

The previous logo of SDDA, a concrete dance figure, often led to misidentification and copyright issues. To address this, the rebranding effort refined the concrete posture into a concise and easily understandable graphic. The new logo features a single line derived from rotating dance steps, effectively conveying the concept of SDDA. Additionally, ten dance-graphics representing classic postures were incorporated, providing a clear understanding of the body's relationship in dancesport. This innovative approach allows for compatibility across various media platforms, facilitating easy identification and widespread recognition.

The rebranding process was not without its challenges. The primary goals were concision and modernity, which required finding a visual language that effectively combined the dancers, the mountain (representing Mount Tai, a World Heritage site and one of China's five great mountains), and the ribbon-like movement of dance steps. Ensuring the logo's uniqueness for registration protection was also a significant hurdle. Furthermore, accurately selecting dance poses that could represent the ten dance postures and presenting them clearly and easily was a complex task. Ultimately, the use of a single line as the visual element successfully achieved the dual purpose of presenting the brand logo and unifying the ten dancing images. Extensive testing was conducted to determine the minimal and inviolable space required for optimal visual impact.

The rebranding of SDDA has not only enhanced its visual communication but also imbued it with cultural significance. The combination of the two dance partners and the mountain reflects the association's commitment to higher artistic pursuits and achievements. The rotating dance steps, resembling fluttering ribbons, symbolize the association's role in fostering connection, communication, trust, and vitality within the dancesport community. The ten dance-graphics, recognized by professionals, further reinforce the association's dedication to excellence.

Brand identity guidelines have been established to ensure legibility and consistency in all applications. These guidelines encompass specifications such as minimum clear space, minimum size, brand color palette, and typefaces. By adhering to these guidelines, SDDA maintains a cohesive and recognizable visual presence across competition venues, print productions, and social media platforms.

The rebranding project commenced in July 2020 and concluded in September 2020 in Jinan, China. Extensive research underpinned the design process, with a focus on creating a unique logo that embodies the cultural essence of Shandong province. Analysis of world dancesport organizations revealed the widespread use of two partners in waltz, a key element of dancesport. Shandong's association with Mount Tai, a renowned cultural landmark, further influenced the decision to incorporate the mountain in the logo. The combination of the dancers and the mountain aligns perfectly with SDDA's vision. The rotating dance steps, resembling a fluttering ribbon, effectively convey the association's function. The ten dance-graphics, recognized by professionals, provide a comprehensive representation of the various dance postures.

The rebranding of SDDA has garnered recognition and accolades. In 2022, it was awarded the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category. This prestigious award honors well-designed, practical, and innovative creations that meet professional and industrial requirements. The rebranding of SDDA exemplifies the integration of industry best practices and competent technical characteristics, contributing to a better world.

As the rebranding process concludes, SDDA can proudly showcase its concise and original corporate identity, reflecting its commitment to excellence in the world of dancesport. The copyright for this remarkable design belongs to SDDA (Shandong Dancesport Association), 2021.