In Full Swing
Turning a committee’s ideas into a logo everyone could get behind
Logo design | Creative consultation
The challenge
The In Full Swing committee was ready for a refreshed logo, but designing for a full committee meant there were plenty of ideas, opinions and perspectives to consider.
It was important that everyone had an opportunity to contribute without the project becoming confusing or losing direction.
The new logo needed to feel energetic and connected to swing dancing while still being balanced, confident and something the committee would be proud to represent.
My approach
I began with an anonymous brand survey so committee members could share honest feedback about the style, feeling and direction they wanted.
The responses helped identify the ideas the group had in common and gave me a clear starting point for the design process.
From there, I created 3 different creative directions:
Modern art deco swing
Bold modern minimalist
Retro pop swing
Each concept brought a different personality to the brand. After reviewing the options, the committee chose the modern art deco swing direction.
We then worked through several rounds of refinements, exploring variations and responding to feedback until the final logo felt right.
What I delivered
Brand discovery survey
3 original logo directions
Collaborative review process
Logo refinements and variations
Full-colour logo
Black logo
White logo
SVG file for future use
The result
The final logo gave the committee a design they were genuinely excited to use and represent.
Just as importantly, the process gave multiple people a clear and fair way to contribute. Everyone could be heard without losing momentum or creating a logo that tried to be everything at once.
Client feedback
“Emma successfully took ideas from multiple people to design a logo that we are all excited to represent our brand. We’re a discerning bunch, and Emma was patient, understanding and didn’t hesitate to implement feedback quickly and reliably.” - Samantha Lyneham, In Full Swing
The committee said they felt understood, confident in the process, calm and looked after.
★★★★★