Here’s the new primary logo for the Gund Kwok Lion & Dragon Dance Troupe based in Boston, MA.
Primary logo re-design (2015)
Originally, the dance troupe focused solely on traditional Chinese lion dance, but over the years they have also incorporated traditional Chinese dragon dance into the repertoire.
This new logo incorporates the two dance styles while also keeping the focus on the female dancer, who represents the core ideals of the troupe — women empowerment.
There is negative space created by the lion’s beard which serves as the dancer’s arm raised up high. There’s a fluid motion created by the shape of the lion morphing into the dragon, but also in the decorative lines along the ‘body’ that help to move it along. The lines and dots are two features that appear in the fabric detailing of both costumes.
The typeface chosen is a serif font that harkens back to the traditional, but yet this particular typeface is modern enough so that it isn’t dated.
A secondary logo was also created for when space is limited.
Secondary logo re-design (2015)
The Chinese characters for the name of the group is in the form of the ‘chops’ seal that was used in the olden days by artists to sign their paintings or by emperors to lay claim to them. The color red is an important color in Chinese culture, representing good fortune — something that the lion is known to bring according to folklore.
The process work entailed a series of thumbnail sketches. Here are just a few of them:
Thumbnail sketch process work
I worked loose in the beginning with my Mead lined notebook with a Bic pen on various configurations and layout ideas. After that, I moved into Illustrator to create the actual art with the pen and tablet.
The original logo was based off of a painting. Unfortunately, the artist is unknown, but it featured the full body of the lion and dancer.
Original logo (1998)
Here’s one example of how the new logos have been applied:
This was a challenging project to work on. How to incorporate so many elements without it looking confused and cluttered. The potential was there, but a lot of research and process work went into it for a deeper understanding of the subject matter so that I could create a cohesive logo that works for the Gund Kwok Troupe.