British DanceSport Association
Visual identity design for a new age governing body, looking to unify the UK dance community across all it forms.
A dynamic and adaptable brand identity for the British DanceSport Association, capturing the elegance and energy of dance sport while establishing a strong, professional presence to support its mission as a future governing body.
The British DanceSport Association (BDSA) launched with an ambitious goal: to become the UK’s governing body for all dance sports. They needed a strong visual identity to establish credibility and unite the community. The BDSA sought a brand that conveyed professionalism, inclusivity, and fairness. The identity had to balance tradition with a modern approach, appealing to dancers at all levels.
Regal Blue
PMS: 2126 C
CMYK: 72, 69, 0, 40
RGB: 43, 63, 154
HEX: #2B3F9A
Pristine White
PMS: 000 C
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
HEX: #FFFFFF
Crimson Red
PMS: 1788 C
CMYK: 0, 78, 74, 7
RGB: 238, 39, 49
HEX: #EE2731
BDSA Gradient
A dynamic and adaptable visual system was created to reflect movement, unity, and integrity. The logo features a fluid, interwoven mark symbolising dance, connection, and energy. The colour palette consists of Regal Blue, representing trust; Crimson Red, evoking passion; and Pristine White, signifying transparency.
Typography was carefully selected, with a clean, modern sans-serif typeface ensuring clarity and accessibility across all mediums. High-contrast action photography was incorporated to capture the grace, precision, and athleticism of dance sport, reinforcing the brand’s vibrant and professional identity.
The new identity positioned BDSA as a trusted authority in dance sport. strengthening brand recognition, fostering engagement, and creating a unified presence across digital, print, and event materials. The BDSA brand now embodies the organisation’s mission: to build a fair and thriving dance environment. As they grow, this visual identity will continue to support their leadership in the industry.