Grand Jeté
Dance For All
Context
Grand Jeté has been the destination for dancers of all abilities since its opening in 1983. The new ownership wanted to maintain Grand Jeté’s reputation for customer service and expertise while focusing on making dance more accessible and inclusive for people of all backgrounds.
Challenge
Dance has traditionally been elitist, so how can Grand Jeté be welcoming to people who are beginning their dance journeys and relevant to underrepresented communities who typically don’t have access to the performing arts?
Connection
Drawing upon influences from other movement industries and artists, we crafted a solution that feels timeless and inviting — reflecting the diversity and vibrancy of future generations of dancers.
The arch in the logotype is inspired by the trajectory of the grand jeté dance posture. The arch also feels like an inviting doorway. The pointe shoe icon is a simplified icon representing the brand’s origins.
