Logo Design
for Urban Yoga Studio
The main challenge was finding a logo that will have a personal meaning for the studio's founder; it also has to have strong yoga associations and the individual «urban style» of the studio.
The client is a founder and teacher of the yoga studio.
She has a tattoo with a Native American broken arrow, which symbolizes «peace» [meaning we broke our arrows for peace]. And this symbol has a deeply personal sense to her.
Also, we have a long unusual name for the yoga studio — «I Prefer Just Yoga».
First of all, I tried to determine how we can implement the brand's name on this tattoo. I tried to play with the bottom part of the tattoo.
What if we align the name in the center to look like the tail of the arrow?
It doesn't look good because the words are too short. It will be better if we will double the words, but it will confuse people.
Then I tried to put the words aside. I didn't really like it, so I stopped to move on this path.
I like the alignment from the previous step. So I tried to find any solutions that will enable yoga associations right away.
And finally, I found something that I like.
Do you remember we had the words too short in the first search?
I tried to make this a «feature» — these words from a distance look like a mirror of the human half body. This is how it looks with different fonts and colors:
I like the violet version because of its non-perfectness — it can send a message «your yoga practice has not to be perfect, just repeat after me and do it regularly».
I suggested using arrows as a divider on a website.
However, the client did not want to have such a popular shape for their logo. We decided to abandon building a strong association with yoga and develop a logo focusing on the client's personal meaning. Therefore, we continued to search further.
From the previous steps, we used the circle and the arrows.
Also, we considered options without circles.
Finally, we selected the version with black and grey colors and a radical minimalistic style from all these variants. Also, I created an inverted version on dark background and arrows-dividers for future articles on a website.
Look at my other project:
Completed research and the full cycle of the design work for Rivulet app.