Brand Identity Design - Yoga & Pilates Studio
Creating a brand identity from scratch for a yoga and pilates studio. Their focus is to enhance mental & physical wellbeing.
Brief
This studio caters to all levels to practice yoga and pilates. The exercises are primarily on the mat to feel the grounding and using your own body strength. Both systems together are a power pack for the mind, body & soul. The studio’s aim is to experience an alignment with yourself, both physically and mentally through regular practise. They have instructor led classed in the studio and online.
I created this brand created from scratch including:
- Naming
- Logo
- Typography selection
- Colour palette
- Marketing materials
- Merchandise
As it is a new brand, marketing materials focus on advertising taster sessions for A5 flyers, vouchers and Instagram.
Challenges
Finding a name for the London and UK area and which hasn’t been claimed internationally with a website. Lots of studios & companies already included wordplays with ‘soul’ and ‘rise’.
Yoga derives from ancient Indian spiritual practices and elements of Hinduism whereas Pilates was developed by Joseph Pilates, from Germany and is focussed on strengthening the body and core. (Wikipedia)
What unites them is, that both work with the breath – incorporating body, mind & spirit. I wanted to bring out elements of both in the visual design.
Moodboard
The moodboard is influenced by a minimalistic interior design with lots of plants and an organic touch. Colours are energising or calming in harmony. There is also the aspect of alignment as well a soul and spiritual orientated imaging and illustrations for the body & mind.
Brand Attributes
- Strength
- Vitality
- Wellness
- Confidence
- Happiness
Naming
Ananda in Hinduism, Buddhism, and Jainism means happiness and bliss.
There is also Ananda Yoga which is a classical style of Hatha Yoga that uses asana (poses) and pranayama (breath) to awaken and control the subtle energies of the chakras in ourself.
Whilst the name focuses primarily on the yoga aspect, the logo will bear the tagline that it’s a Yoga & Pilates Studio.
Logo, Typography & Colour Palette
Designed by Lumimango – Christiane Holden
When sketching logo ideas, I first had a clean lined emblem in my mind. Justifying both practices for the same goal of body and mind alignment, I went for a minimal and modern look with sans serif typefaces. The logomark is an open blossom or human sitting upright to represent a balance these two practices can give you.
The colour palette is a mix of pastel colours for a calm and serene attitude. Yet they also have a friendly and uplifting character. The darker colours act as a comforting support.
In combining these colours but keeping it strong and calm, it made sense to reduce the images to black and white.
Patterns
There are patterns derived from the logomark in the style of a clean flower or meditative seating.
The more intricate mandalas have blossoms and leaf styles. I kept them less traditional but with more flower features.
Marketing materials
The marketing materials are focused primarily on getting to know the brand through flyers and vouchers or incentives to visit the studio.
Instagram post examples
Because this studio also runs online classes, Instagram would be a good medium to increase brand awareness.
Whilst imaging on the printed marketing material are in black & white, photos from people attending the studio are in colour to emphasise the human aspect. For general yoga images with quotes black & white imagery can be used to display a consistent branding.
Merchandise
If you are in need of a new brand identity or a refresh including marketing materials, get in touch with me.
