Recently, Paper Leaf Design was offered the opportunity to rebrand 3rd Street Beat Entertainment – a group that offers hip-hop dance instruction, as well as show promotions and other related services. It’s always a nice break to get away from corporate design and be able to work with a company based in the arts, whatever branch of the arts that might be. New challenges present themselves, and it’s a good way to avoid getting into any sort of design rut, so we were all over it.
With art direction & project management from RY2 Design Inc., the challenge with this redesign was to make an identifiable & timeless logo for the overarching “parent company” of 3SB, as the gents behind 3SB also run Hip Hop for Hope, Santa’s Kids, Artists Emerge and more under this brand. We needed a logo that maintained a professional look-and-feel, but still spoke a bit to the nature of what 3SB does (without being too literal). The goal was to create something that balanced strength & confidence with movement.
The old logos made use of the easy-to-remember acronym 3SB. However, the design suffered a bit with the combination of a harsh radial gradient in the background, along with a dated 3D effect and questionable typeface choice (I would show them to you, but apparently we don’t have the rights to do so).
Here is the new logo, (art direction: RY2 Design, design: Paper Leaf):
Hit the jump to see the black on white version! Read the whole article >