WCS Jönköping

WCS Jönköping, a West Coast Swing dance school, wanted a logo they could put on everything: t-shirts, signage, social media, built around a script-based wordmark that still felt elegant. The brief was simple on paper and harder in practice: keep it text-driven, lean into cursive lettering, but make sure something in the mark still read as movement, as dance.

"A wordmark that still moves, even standing still, should feel like it's mid-step."

The result simplifies the lettering into one clean, easily recognisable script, paired with a deep burgundy that gives it a slightly unexpected, elevated edge; distinct without tipping into anything too loud.