Client: Freelance Role: Sole Creative
Deliverables: Logo Creation, Visual Identity, Supporting Brand Materials
Background:
Yoga Connection is a yoga studio that specializes in Iyengar Yoga and were in need of a rebranded logo and brand identity that drew customers in to their energizing and playful classes. The challenge here was the client wanted to emphasize "play" with a friendly approach and harness the connection you feel when you walk into their space.
After all, working out is a form of play. Let's stand out from the competition & muted earth tones!
Old Logo
Rebranded
Knowing this was a "rebrand" I took into consideration the original logo they were using, displayed above. I noticed the person in a yoga pose and how that invited me in, it made me want to play and try poses too. I decided to incorporate the yogi in the branding but not necessarily the logo mark. As a nod to the old, the brand displays yogis in a variety of shapes to still invite people in with movement.
With this brand I wanted to go beyond the conventional yoga identity of lotus flowers and pastel or muted colors of their competitors. I wanted to make this fun, youthful, and energized, highlighting all the feelings you get when you leave the yoga studio. The tight kerning of the logo gives a cozy feel, while the vibrant color palette and hand drawn illustrations add to their friendliness and playful personality.
Ideation
Kristin, the owner of the studio, loved it's spirited energy and the colors made her stand out amongst the crowd. This practice is exciting, inviting you in to try new shapes and mantras. Yoga is about feeling empowered and harnessing the energy you get from practice outside of the studio to shine your inner light and hopefully, brighten others.
Yoga Connections visual identity captures that essence.
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Bonus points from this project is I discovered the true joy of yoga for myself and still practice regularly.
Outcome: