Logo: Ballet Hispanico

Black and white logos are often associated with sophistication, temptation, affluence, discipline, high-end luxury brands, and success. Client wanted a too-toned black and white logo, so I looked at elite brands that could serve as inspiration -- like Chanel, Hermes and Mercedes Benz.

Font selection incorporated the following concepts: a balance of masculine and feminine, have a decorative quality, a bit of “flare”, serif, legible and modern. Friz Quadrata fit the bill.

Inspiration included flourishes, shapes with movement. Water drops were also concepts as they have movement. Furthermore, the Fleur-de-lis — a decorative motif that means “flower” or “lily” — also served as inspiration for its balance of masculine and feminine.