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Fuel Dance Collective Brand Guide

"I've spent a lot of time procrastinating... But I was really just encouraged by the Lord, that his gifts have no expiration date." – Nicole Bain, Artistic Director

Igniting passion, warmth, and connection through heartfelt, story-driven performances.

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Brand Essence

Fuel's a warm, one-of-a-kind collective where dancers and creators, each at different stages in their own walk, cross paths for a moment to blend their unique flavours into heartfelt, story-driven performances. Guided by our director's faith, we're all about art that's unmistakably Fuel—igniting passion, warmth, and connection, while challenging and encouraging cast and creators to be their best and audiences to introspect, reflect, and be spurred on to greater as they reexamine their paths and faith.

"I've spent a lot of time procrastinating... But I was really just encouraged by the Lord, that his gifts have no expiration date." – Nicole Bain, Artistic Director

Dancers blending paths

Brand Colour Palette

Primary Logo Colours (Blue Treatment)

Primary Blue

#3399CC

Secondary Blue

#ADD8E6

Dark Blue

#1a5f8a

Light Blue

#e6f3f9

Alternative Logo Colours (Warm Treatment)

Cream

#F9F7F4

Warm Yellow

#FFDF5C

Orange

#FE8401

Deep Red

#770600

Usage Guidelines

Primary Logo (Blue): Use for main brand applications, digital media, and when you want to convey trust, stability, and professionalism.

Warm Logo: Use for special events, warm/emotional messaging, and when you want to convey passion, creativity, and human connection.

Colour Combinations: The blue palette works well for professional applications, while the warm palette is perfect for creative and emotional contexts.

Logo Usage & Guidelines

Complete Brand Assets Package

Download all brand elements in one convenient package for easy access and consistent usage across all your projects.

📦 Download Complete Brand Package

Includes: Main Logo, Warm Logo, Favicons, and all brand imagery

Fuel Dance Collective Main Logo

Main Logo (Blue Treatment)

Primary Use: Main brand identity, digital applications, professional materials

Download PNG
Fuel Dance Collective Warm Logo

Warm Logo Treatment

Alternative Use: Special events, warm messaging, creative applications

Download SVG
Fuel Dance Collective Favicon Mono

Favicon (Brand Site)

Digital Use: Brand site favicon, browser tabs, bookmarks, and digital brand recognition

Download PNG
Fuel Dance Collective Main Favicon

Favicon (Main Website)

Digital Use: Main website favicon, primary digital brand recognition across all main site pages

Download PNG

Logo Usage Rules

Core Brand Values

Purpose Over Performance

Dance as ministry and service - using artistic expression to impact, challenge, and edify audiences, cast, and creators through introspection and spurring them to be greater beyond mere entertainment.

Excellence Through Intention

Handpicked, curated experiences that prioritize quality over quantity. Every element serves the greater artistic vision.

Journey Celebration

Honoring unconventional paths and personal growth at every stage. "It's not about where you start, but your destination and the journey."

Collective Spirit

Building an encouraging, welcoming, positive, and supportive gathering that challenges and nurtures potential in every member to reflect and be their best.

Brand Pillars

Meaningful Storytelling

  • Movement that carries meaning beyond technique
  • Narratives that connect with audiences, cast, and creators on deeper levels
  • Dance as a vehicle for spiritual reflection and reexamining faith
Storytelling through dance

Creative Excellence

  • Technical production that surprises and delights
  • Thoughtful use of technology (QR programs, visuals)
  • Fresh approaches that enhance rather than overwhelm
Creative production

Open Growth

  • Seeing potential in people they don’t see in themselves
  • Creating opportunities for artistic and personal reflection at every stage of their walk
  • Mentorship woven into the collective’s fabric that challenges and encourages introspection
Growth and mentorship

Real Impact

  • Performances that leave audiences, cast, and creators “moved” and “challenged”
  • Refreshing experiences that respect audience intelligence
  • Art that serves performers, creators, and viewers through shared reflection
Impactful performance

Brand Personality

Primary Traits

  • Inspiring: Calls out greatness in others
  • Thoughtful: Every decision serves a purpose
  • Unmistakably Fuel: A unique flavour born from our one-of-a-kind blend
  • Nurturing: Creates safe space for growth
  • Intentional: Quality over quantity mindset

Supporting Traits

  • Authentic: Genuine in every expression and action
  • Accessible yet sophisticated
  • Grounded in faith but universally connecting
  • Professional yet welcoming
  • Innovative within tradition

Brand Voice

Fuel speaks with purpose and meaning behind every word, encouraging and uplifting, even when challenging. Our voice is clear, accessible, authentic about journeys and reflection, and respectful of both art form and audience.

To Cast and Creators

Encouraging, supportive, reflection-focused, challenging each to introspect and be their best

To Audiences

Inviting, meaningful, heartfelt - creating connections through authentic storytelling

About Art

Passionate, purposeful, never sacrilegious - honoring the sacred nature of artistic expression

About the Collective

Warm, welcoming, close-knit - building community through shared artistic vision

What People Say About Fuel

Brand Examples & Applications

Performance Marketing

Performance marketing example

Warm Logo Treatment: Perfect for performance posters and promotional materials where you want to convey passion, energy, and human connection.

Best Uses:

  • • Performance posters
  • • Event marketing
  • • Social media campaigns

Merchandise & Apparel

Fuel t-shirt merchandise

Main Logo (Blue): Ideal for merchandise, apparel, and branded items where you want to convey professionalism and brand recognition.

Best Uses:

  • • T-shirts and apparel
  • • Water bottles
  • • Business cards

Digital & Print Collateral

Digital design example

Mixed Palette Approach: Combine both colour treatments for comprehensive brand materials that showcase the full range of Fuel's identity.

Best Uses:

  • • Brand guidelines
  • • Presentation materials
  • • Website design

Implementation Guidelines

Logo Selection

  • Blue Logo: Professional contexts, merchandise, digital applications
  • Warm Logo: Creative projects, performance materials, emotional messaging
  • Both Together: Comprehensive brand materials, guidelines

Colour Application

  • Primary: Use blue palette for main elements
  • Accent: Use warm colours for highlights and CTAs
  • Background: Use neutral tones for readability