Behind the scenes of our new logo

Altitude is almost 7 years old. In that time we’ve grown and changed from where we began in a small pay by the hour rental on Cambridge Tce in Christchurch to where we're about to move to, a huge converted warehouse space with three whole rooms and another entire studio up in Auckland! With so much happening, we felt like it was time to re-brand a little bit.

We’ve thought long and hard about what we stand for and what our philosophy is. What we aim to achieve and what we believe. And now we want to reflect all of that in our logo. We love our old logo and it represents us well, but this isn’t about replacing things we don’t like, it’s about growing the things we love and always being willing to change. This logo decision was one of the most stressful things we've done; more so than signing a lease of our giant new studio space. We needed the new logo to represent everything we stand for in a concise and simple way.

We have been lucky to have Steph, a member of our Christchurch pole family and an amazing graphics designer (who now does all our graphics) take on the challenge. It was a perfect match as she knows Altitude and we know how clever she is. Steph made a start, we put it to our team, we listened to feedback, we tweaked things back and forth, we played with the smallest of details and finally we got it just right.

Our new Altitude girl is beautifully feminine. But she still represents all of our awesome men, because at the end of the day, gender is not who we are, and your gender is irrelevant to us. We tried to make her more genderless so our boys would feel incorporated, but all we did was take away her beauty, and beauty isn’t something that is only for females.

We feel this girl represents every single member at Altitude; she’s fierce, she’s dynamic, she’s bold. Her clean lines and polished pose are everything we try to instill in our dancers. Her proud, confident pose is facing forward to the future, with Altitude right behind her. She’s dynamic, she’s unique, she’s on the move. She’s not soft and pretty, and she might make you a little unsure when you first look at her. But just like pole, the more you get to know her, the more you understand and realise her beauty. And of course, she’s in the Altitude pink.