I used the upside-down and right-side-up exclamation points, the way they’re used in Spanish writing, not only to denote the business’s association with Spanish-speaking culture, but to give a sense of high energy and enthusiasm. In one design, the exclamation points are made into dancing partners as well, which each exhibit male and female form respectively.

The simplified flame used in each design carries association with Latin dance as well (think “salsa”, “caliente”), and flame itself is something that dances.

I also wanted to make this design fluid, so that it could be used in various future contexts as well. Once the mark is associated with the business for so long, the pink exclamation points or the gold flame can be put into a number of different contexts to provide brand identity. For example, if they took the word “dance”, and surrounded it by those exclamation points of that distinct color, it wouldn’t simply say “dance”, it would also say “Baila Max”.