Your browser is out-of-date!

Update your browser to view this website correctly.


4 Life Changing Days of High Octane Education and Inspiration Las Vegas Summer of 2023 HERE!

Creating Your Own Logo


Studio Owner Article


Self-help and Life Enhancement Tips for the Business Owner

A logo is more than just a little design or your company name written in a fancy font. Logo design is a special skill, and there's no one definitive method that is better than the others. All good logos, however, have a few things in common.

When you're designing your logo, aim for something that:

   1. Isn't trendy and doesn't need to be redesigned each season.


   2. A color logo is very attractive, but make sure the design will look good even in black and white. Good logos are legible even when reduced such as on a business card.


3. Is adaptable enough to fit on different products or marketing pieces.


 4. Is integrated into your overall marketing strategy.


You'll probably want to use a combination of your company name and emblem. That's the best, safest bet for most small businesses. Done correctly, your logo can become an important part of your intellectual property and can offer real value to your business.

Who are you and what do you do?

If you want your logo to communicate effectively who you are and what you do, you've got to know precisely who you are and what you do. That sounds obvious, right? But far too many businesses can't articulate what makes them unique. In 10 words or less, what is your business? You need to discover the essence of your industry and what people want to find there.

Here are a few ideas to get you started:  

Your dance studio needs to convey a fun and secure environment for kids and a sense of trustworthiness for their parents. Show them that you are going to enhance their lives through dance training by building self esteem, self confidence while developing a can do attitude.

What Can You Do for Me? 

You're about to learn a secret far too few business people understand. When you describe your business to other people, you need to focus on the benefits you provide to your customers. Most people, when asked to come up with a list of benefits, come up words like: reliable, fast, honest, conscientious, professional, experienced.

These are features, not benefits. The difference is that a feature is merely a description—a fact—about a product or service.


To move from feature to benefit:


      1. Write a sentence that describes who you are and what you do. "Fostering success in the arts, at school and in life," for example.


      2. Ask yourself, as your potential customers will, "So what?"


      3. Answer that question: "We have been in business for 22 years and have a track record of results that we know can also work for your child as well."


Now you're on the way to a benefit. This statement answers the customer question: what can you do for me? In this case, the benefit you can offer, at its most basic, is: I can teach your child life skills while learning to dance. That's what you want to convey behind your messages, behind your logo.

Options for Logo Design:

Create your own logo. Designing your own logo is the cheapest option available. And you don't have to spend time trying to communicate the details. However, you may find that it's difficult to translate your vision into a logo if you're not a professional designer. Worse, you may find that you get what you pay for—and when you pay nothing, that bargain price might be reflected in your new logo.

Hire a freelance designer. Working with a freelance designer requires more investment—potentially significant in both time and money—than creating your own logo; however, it also has its advantages. Freelance designers create logos for a living and have a lot of knowledge and research to support their creations. If you cannot find one we recommend Dawn Macchiarelli of And Then Design who has experience in this field and will work with you to create a great one. You can contact her at 

Use an online logo design service. A relatively new development in the design world is the advent of online design services. These companies provide fast-turnaround logo design—to the tune of a professionally designed logo in three days for about $300.

Now it's time to go out and get your very own logo. There are several options for doing this.  



Steve Sirico

Steve Sirico

Steve is co-founder of Dance Teacher Web the number one online resource for dance teachers and studio owners worldwide.He is Co-Director of the very successful D'Valda and Sirico Dance and Music Center in Fairfield, CT for the past thirty plus years. His students have gone on to very successful careers in dance, music and theater. Originally from Norwalk, Ct, Steve excelled in track and football. He attended the University of Tennessee at Martin on a sports scholarship. Deciding to switch and make his career in the world of dance, he studied initially with Mikki Williams and then in New York with Charles Kelley and Frank Hatchett. He has appeared in a number of theatre productions such as Damn Yankees, Guys and Dolls and Mame in New York and around the country and in industrials and television shows. He was contracted to appear as the lead dancer in the Valerie Peters Special a television show filmed in Tampa, Florida. After meeting Angela DValda during the filming they formed the Adagio act of DValda & Sirico appearing in theatres, clubs and on television shows such as David Letterman, Star Search and the Jerry Lewis Telethon. In 1982 they were contracted to Europe and appeared in a variety of shows in Spain, Portugal, Sweden, Finland, Switzerland and Italy before going to London, England where they appeared as Guest Artists for Wayne Sleep (formerly of the Royal Ballet) in his show Dash at the Dominium Theatre. Author of his Jazz Dance syllabus and co-author of a Partner syllabus both of which are used for teacher training by Dance Educators of America, He has also co-authored two books one for dance teachers and one for studio owners in the "It's Your Turn" Book series. He is available for master classes, private business consulting and teacher training development

1580 Post Road Fairfield, CT © Copyright 2022 by