Moodboard
Third Culture is an upcoming app based dance education platform built to create opportunities for dancers while making tutorials accessible to all. The vision for this small business is to build community based on culture, history, and strong fundamentals.
To start this project we worked on brainstorming what Third Culture means on a deeper level. As a whole, Third Culture is rooted in education, artistry, and diversity, so some of the first images that came to mind were “venn diagrams” to represent the company’s multiple pillars creating balance between one another, and a second idea of “trees” to represent deep roots in community. Taking these 2 separate concepts along with a colorful palette and different typography approaches to the letter “C” (for “culture”) I started working on logo ideas related to both nature and geometry.
Our logo concepts went through many different rounds but it was important for us to find a design that felt both modern and representative of a new type of culture. With our nature inspired concepts I simplified the idea of a tree to 3 leaves intertwined within an abstract letter “c”. In our geometric versions I used typography to create repeating shapes that resemble a South Asian mandela or interlocking design. Interestingly we created our own geometry by reflecting upper and lower case “c”s of different fonts.
Eventually we moved in a completely different direction with a large three-dimensional C composed of 3 slight curves twisting together to create a sense of motion. This is a much more minimalistic approach but we added minor touches to amp up the design like an abstract globe shape in the middle to represent Third Culture’s goal of unifying dance styles from around the world.