The main objective of this project was to create a new and distinctive visual identity for a selected company type that aligns with a chosen brand archetype and a set of five values. In this case, I was tasked with creating a yoga studio brand that caters to a "Ruler" audience archetype, while ensuring the brand was Welcoming, Timeless, Vibrant, and In-Demand, The final deliverables included a comprehensive brand identity kit that encapsulated the essence of the brand, from the logo and color palette to typography and imagery. This project challenged my critical thinking skills, and helped me hone the creative process necessary to develop a unique and cohesive brand identity.
I created a yoga company brand titled “AUM Yoga” with its own logo, dedicated color palette, typography, brand identity, and mockup creations. For the logo, I used an elegant script typeface and modified it to create a symbol within the name of the company itself, while also encompassing elements of the timelessness of yoga and what the brand stands for. I utilize a color palette that speaks to the audience and represents a brand that is luxurious and exclusive. The typography chosen represents the mix of timelessness and modern feel of the brand that I wanted to exhibit, and I was able to create a brand suite that encompasses all of the values of the brand that I was given and ended the project by creating product mockups in order to bring the brand to life and activate it.
Logo Design Process
