Salt City Swing (SCS) is a grassroots organization based in Salt Lake City. Their mission is to bridge the gap between communities in the Salt Lake City area through the joy of social dancing based around vintage Swing Era dances such as the Lindy Hop, Balboa, Collegiate Shag, and many more.
As a small business, with potential international reach, SCS needed an identity that both reflected its hometown values and the exciting energy that comes from Swing and Jazz music. To capture this I traveled to Salt Lake City, met the organization, and went dancing at one of their establishments. I drew inspiration from swash typography of the early 20th century and mid-century modernism.
SCS Photography
Google Image
Logo Inspiration found on Pinterest
Logo Inspiration found on Pinterest
I researched coffee and beer brands; I liked the earthy and hand crafted quality they had and it reminded me of the look and feeling of Salt Lake city as a whole. The people are kind and wholesome, a lot of them are young and trendy and there are numerous small businesses, especially for food and coffee. I gathered some images for my mood board and began sketching.
I then came up with three loose mockups for the logo out of which the first was approved.
Once the client chose their preferred mockup, I began to tighten the logo by customizing the type so that the letters hug each other making a more cohesive unit. The slogan 'by dancers, for dancers' is a phrase I picked up from Salt Lake Swings website and decided that it would be the perfect slogan because of it's implication of inclusivity.
The finalized logo was approved and implemented.
Building a brand was the objective from the beginning. Keeping in mind the previous brand, I did my best to pay homage to it while reimagining it with a fresh new perspective. Using a typographic solution, my goal with this design was to create a feeling of quality and learning. The type echoes old vintage magazines and the circular movement is a subtle symbol of inclusivity and community.
SCS Postcard Flyer
SCS Business Cards
SCS Website Landing Page
And as a the 'cherry' on top, this tote bag: clients will be able to purchase this bag to carry their dance shoes in when they arrive at the lessons and gatherings.
