Chicago Tap Theatre

Chicago Tap Theatre (CTT) is a non-profit 501(c)3 with a multifaceted purpose to preserve America's indigenous dance form, to promote that dance through story-based shows and innovative presentations, to educate the community and make tap dance accessible to a broad spectrum of people and to foster relationships with other arts organizations.

The Scope

Chicago Tap Theatre approached me with the desire to revitalize its brand, marking the anticipation of its momentous 20-year celebration. We assessed the existing messaging, refocusing the vision to crystallize the trajectory that the next two decades of tap would encompass at CTT. The visual brand was another high-level focus as Founder Mark Yonally wanted fresh representation that resonates with CTT's future direction while embodying the essence of the art form.

Brand Refresh

Visual Identity

Our mission is to share the creativity, history, and joy of tap dance.

LOGO

Chicago Tap Theatre logo is minimal and modern and embodies the prestige of tap dance. The contemporary sans-serif typeface offers directness while being multifunctional. The staggered letter placement is a joyous play on the rhythm and sound of tap.

COLOR PALETTE

The Chicago Tap Theatre brand is underpinned with a color palette designed to be distinctive while representing the heart of Chicago and the joyous and energetic spirit of tap dance.

TYPOGRAPHY

The font family employed by Chicago Tap Theatre features a selection of sans-serif typefaces. These contemporary and timeless fonts convey an elevated essence, perfectly capturing the trajectory of Chicago Tap Theatre as a company.

PRINT AND DIGITAL

WEB DESIGN AND GUIDELINES

HOLIDAY CARD

LETTERHEAD

BUSINESS CARD

“Chicago Tap Theatre was at a pivotal moment in 2023 where we knew that the branding we had utilized for the first twenty years of the organization just didn't fit us anymore in many ways. The process and results of working with Natalie and Fluid Creative Studio were super impressive. They spent real time getting to know who we were as an organization, giving us prompts and asking questions that gave us a real window into who, in fact, we were. In all honesty, we discovered so much about our own organization through this process, and it helped clarify and amplify parts of who we are and what we do in a way that reverberates to this day.

Once we finished that process, we got to the really fun part of this: seeing the initial ideas for logos, fonts, and design elements sparked by the process we'd undergone. Natalie did an amazing job of helping us figure out what we liked, didn't like, and, more importantly, why so that each succeeding draft brought us closer to the final, perfect product. Since working with Natalie, we have recommended her to anyone who cares about their brand and understanding their business or organization better. In fact, we hired her again shortly after our job was done for a side project that we did with another organization!”

Mark Yonally / Founder of Chicago Tap Theatre

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