east coast showdown
about ecs
“East Coast Showdown is a South Asian dance competition featuring two different traditional Indian dance forms: Bhangra and Garba-Raas. East Coast Showdown was founded last year with the purpose of providing a platform for spreading the rich and vibrant culture of South Asia. Along with giving students the opportunity to show their passion for the performing arts, we believe in giving back to our community and are therefore associated with the charitable non-profit Pratham USA. In our first year, we successfully hosted 14 Bhangra and Garba-Raas teams from across the nation including California, New York, Ohio, North Carolina, Pennsylvania, Maryland, and of course, Virginia!”
i was contracted to conduct a complete brand overhaul. as ecs was entering is second year, they wanted to have a modern, sleek, logo design and brand that would encourage today’s collegiate crowd in participating.
the logo
since raas and bhangra are traditional folk forms of indian culture, many organizations within this community want to represent that heritage. ecs, however, wanted to keep the culture intact but also put a fresh face to the art. since the name itself bears the most weight, the monogram with the first letters became the primary focus.
the colors were chosen to highlight the vibrant costume and electric music. i created a variety of colors and styles within the gradient spectrum to allow ecs for a wide range of marketing collateral.
branding guidelines
below is a breakdown of the official logo hex codes as well as font pairings
decor & apparel
the variety of logo styles allowed ecs to create a cohesive collection of team gear
