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Branding // September 2015

Say "ballet" you think grace, beauty, and tutus. What you don’t think of is the fitness, strength, and tolerance for pain that rivals any sport. Barre Belle wanted an identity that was a nod to both facets of ballet while creating a cult following in the process.

The mark was inspired by the “X” created when a ballet slipper is wrapped around a dancer’s ankle. It represents the tradition of ballet and the bold, transformative nature of barre work. The mark was just ambiguous enough to create a Freemasons style secrecy for the members of the gym.

Created at WAX Partnership. Writing by Jordon Lawson.